HOW MUCH TO DONATE: THE EFFECT OF DONORS' NATURE ON ATTITUDE TOWARD DONATIONS AND DONATION VALUE

The study is motivated by a growing body of literature showing that donations in developing countries are stagnating, which leads to plausible suggestions of a decline in altruism and philanthropy. The study suggests that the probable explanation may lie in the attitude of individuals towards donations, and tries to explain this phenomenon basing on the nature of the donor, either being altruistic or hedonistic. The paper proposes a conceptual model that aims at predicting donation behaviour of individuals. The proposed model integrates ideas from previous studies within the field of altruism and donor behaviour. The results revealed that an individual’s attitude towards donations correlates with how much they are likely to donate, and that altruists are likely to donate amounts higher than those donated by hedonists despite the negative attitude that altruists are likely to have towards donations.