Charitable giving: the effectiveness of a revised theory of planned behaviour model in predicting donating intentions and behaviour

Abstract A revised theory of planned behaviour (TPB) model was used to determine the influence of attitudes, norms (injunctive, descriptive and moral norms), perceived behavioural control, and past behaviour on intentions to donate money to charitable organisations. Respondents ( N = 227) completed a questionnaire assessing the constructs of the revised TPB model. Four weeks later, a subsample of respondents ( N = 67) reported their donating behaviour. Hierarchical multiple regression analyses revealed support for the revised TPB model. Attitudes, perceived behavioural control, injunctive norms, moral norms and past behaviour all predicted charitable giving intentions; however, descriptive norms did not predict donating intentions. Donating intentions were the only significant predictor of donating behaviour at Time 2. In addition, a number of beliefs differentiated between those who did and did not intend to donate to charity. Theoretical and applied implications of the results are discussed. Copyright © 2007 John Wiley & Sons, Ltd.