Examining charitable donation process in South India: role of gender

Abstract

With increasing financial clout, females are potentially poised as a greater source of charitable giving in the West. However, debate exists in the marketing literature about gender‐based differences in charitable donations. The purpose of this study is to research whether gender‐based segmentation is effective for charities in cultures in which high gender inequality exists. Hence, India, an emerging economy with high gender inequality, was chosen as the study setting. Following an extensive literature review, we identified gender, trust, attitude towards the ad, and feelings from the ad as key predictors of charitable donation intentions. A study model was developed and tested using regression analysis. It was found that the predictor variables have significant impact on intentions to donate. Hence, this study posits that gender could potentially be an effective segmentation variable for charities that are targeting potential donors in South India. Copyright © 2012 John Wiley & Sons, Ltd.

Examining the motivational factors behind charitable giving among young people in a prominent Islamic country

“…It can be expected a priori that personal values exert strong influence on an individual's actions, behavior and prioritization (Fall, 2000;Kahle et al, 2000), including behavior associated with charitable giving (Beatty et al, 1991;Bennett, 2003). Donating money likewise is also impacted by individual-level variables, and several studies that examine predictors of giving find that age, gender (Andreoni and Vesterlund, 2001;Ranganathan and Sen, 2012), (Mook et al, 2007), religiosity (Jackson et al, 1995), immigrant status (Handy and Greenspan, 2009), marital status and household income (Mesch et al, 2006) significantly impact levels of giving. Besides, public recognition, belonging to the receiving society and pleasing God are other benefits received after donation (Davies et al, 2010).…”

“…Trust has also been found to be one of the key factors that motivate people to donate to charity organizations (Iwaarden et al, 2009;Ranganathan and Sen, 2012). Sargeant and Lee (2004) indicated that increasing trust between charitable organizations and the public would positively affect their relationship in the short and long terms.…”

“…This represents a normal college age in some young adult-related studies (Chan and Zhang, 2007;Kulviwat et al, 2009). College students were used in this study because this group was felt to represent both the emerging middle class and emerging genderdifferenced financial roles (Ranganathan and Sen, 2012). Whereas 84% (320) of the respondents are single, 16% (61) are married.…”

Antecedents of Trust Towards the Attitude of Charitable Organisation in Monetary Philanthropic Donation Among Generation-Y

“…In spite of this fact, there are still a scarce number of studies focusing on the creation of a complete model in understanding the behaviour displayed during monetary donation, especially when the donation is conducted through CO. Furthermore, a large portion of the past inquiries regarding the public's behaviour during monetary donation was directed to developed Western economies (Ranganathan & Sen, 2012). Besides, a very few number of the inquiries explored the role of CO in the behaviours displayed by individuals during monetary donation.…”

The effects of female executives on corporate philanthropy in China

“…Relevant issues include the extent to which the gender differences in philanthropy exist in a national context (e.g., due to differences in property rights, the labor market structure, and corporate culture between countries). In studies in the United States, females are more likely than males to donate more, whereas in southern India and the Netherlands, males donate more than females (e.g., Ranganathan & Sen, 2012;Wit & Bekkers, 2016). Jia and Zhang (2013) collect data on the philanthropic responses of privately owned Chinese firms to the Wenchuan and Yushu earthquakes on May 12, 2008, andApril 14, 2010, respectively. They find that when at least three females serve on the board of directors, the companies' responses to natural disasters are significant.…”