Money donations intentions among Muslim donors: an extended theory of planned behavior model

Ernest Cyril, de Run and Muhammad, Kashif (2015) Money donations intentions among Muslim donors: an extended theory of planned behavior model. International Journal of Nonprofit Voluntary Sector Marketing, 20. pp. 84-96. ISSN 1479-103X

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Abstract

The investigation into determinants of money donation intentions while employing an extended theory of planned behavior model is limited to developed country contexts. However, given the challenges facing charitable organizations and scant theoretical evidence from developing world, such an examination can contribute pragmatically. The current study establishes the impact of subjective norms, perceived behavioral control, past behavior, and attitude on respondents’ money donation intentions to charities in Pakistan. The respondents (N=223), a non-student population living in the city of Gujranwala, completed a survey. The collected data are analyzed by means of a multivariate analysis, which was comprised of regression and correlation. The results reveal a strong support to the extended theory of planned behavior model in establishing the relationship between identified independent and dependent variables in a developing country context of Pakistan. The study contributes to the establishment of a few strategies, which are useful for managers working in charitable organizations to attract and retain donors to support several causes.

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