The Application of the Theory of Planned Behavior to Identify Determinants of Donation Intention: Towards the Comparative Examination of Positive and Negative Reputations of Nonprofit Organizations CEO

Hyun Hye Kim and EunKyoung Han
Additional contact information
Hyun Hye Kim: Department of Media and Communication, Sungkyunkwan University, Seoul 03063, Korea
EunKyoung Han: Department of Media and Communication, Sungkyunkwan University, Seoul 03063, Korea

Sustainability, 2020, vol. 12, issue 21, 1-19

Abstract: Using the extended theory of planned behavior, this study examined individuals’ cognitive and psychological determinants of their intentions to donate to nonprofit organizations (NPOs) with either a positive or negative chief executive officer (CEO) reputation. With the use of online survey data (n = 371), the similarities and differences in the relationships between the determinants were analyzed for the two NPO CEO reputations. To verify the hypotheses, multiple regression was used to analyze the data. The results reveal that for NPOs with positive CEO reputations, subjective norms, perceived behavioral control, moral norms, past behavior, and identification had positive effects on the intention to donate. In contrast, for NPOs with negative CEO reputations, subjective norms and identification had positive effects on the intention to donate. Attitude toward the NPO was not related to donation intentions regardless of the CEO’s reputation. These findings suggest the need for strategies to increase the public’s intentions to donate to problematic NPOs with negative reputations. Additionally, a strategy to further strengthen the intention to donate in the case of a positive CEO reputation is proposed. Theoretical and managerial implications of the results are also discussed, highlighting important considerations for CEO reputations and NPO management in the short and long terms.

Keywords: nonprofit organizations management; nonprofit organization CEOs’ reputation; sustainable culture of donation; social sustainability; theory of planned behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
https://www.mdpi.com/2071-1050/12/21/9134/pdf (application/pdf)
https://www.mdpi.com/2071-1050/12/21/9134/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:12:y:2020:i:21:p:9134-:d:439326

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().