Encouraging Consumer Charitable Behavior: The Impact of Charitable Motivations, Gratitude, and Materialism

Abstract

The United States is one of the most charitable nations, yet comprises some of the most materialistic citizens in the world. Interestingly, little is known about how the consumer trait of materialism, as well as the opposing moral trait of gratitude, influences charitable giving. We address this gap in the literature by theorizing and empirically testing that the effects of these consumer traits on charitable behavior can be explained by diverse motivations. We discuss the theoretical implications, along with implications for charitable organizations, and offer suggestions for future research.

Holier than thou: Investigating the relationship between religiosity and charitable giving

“…This will help leverage the potentially positive impact religiosity can have on charitable giving. Although materialism was found to reduce the breadth and likelihood of charitable giving in the present study, it could spur charitable giving if it is driven by self‐serving motivations (Bock et al, ). Large donations that come with naming rights, spur news coverage, or exceed the donations of other prominent individuals are all examples of how materialism can be used to drive charitable donations.…”

“…More recent research, however, suggests that the relationship between materialistic values and charitable giving may be more nuanced than previously thought (Bock, Eastman, & Eastman, 2016;Mathur, 2013). Mathur (2013), for example, found both positive and negative relationships between materialism and charitable giving.…”

“…Bock et al () categorized the many possible motivations behind charitable giving into two categories: Self‐serving and self‐sacrificing. This categorization scheme is evident in appeals for donations that highlight either the benefits that can accrue to the donor or the more altruistic benefit of helping others.…”

“…Future research on the relationship between materialism and charitable giving is needed. Bock et al () identified the two distinct motives that can drive materialism—self‐sacrificing or self‐serving. The motive behind one's materialism can potentially drive whether it negatively or positively affects charitable giving.…”

Asia’s materialists: Reconciling collectivism and materialism

“…One vexing question that corporations face in recent times is how to get consumers to engage in more prosocial spending (e.g., charity donation, buying socially responsible goods and services) to improve well-being across the value chain (Aknin et al, 2013;Bock, Eastman, & Eastman, 2016). Global corporations also face calls to address the environmental consequences resulting from mass production for materialistic consumption (Abela & Murphy, 2007;Kasser, 2016).…”