Impact of Personality Traits on Small Charitable Donations: The Role of Altruism and Attitude towards an Advertisement

Stefanos Balaskas, Aliki Panagiotarou and Maria Rigou ()
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Stefanos Balaskas: Department of Management Science and Technology, University of Patras, 26334 Patras, Greece
Aliki Panagiotarou: Department of Management Science and Technology, University of Patras, 26334 Patras, Greece
Maria Rigou: Department of Management Science and Technology, University of Patras, 26334 Patras, Greece

Societies, 2023, vol. 13, issue 6, 1-17

Abstract: Given the serious humanitarian crises encountered by the modern world, it is more crucial than ever to build a society based on solidarity, compassion, empathy, and a sense of teamwork and cooperation. This research provides insight into how the factors of personality traits, altruistic behaviors, and humanitarian actions can positively influence citizens’ behavioral intentions, allowing for a deeper understanding of the motives behind charitable giving. To this end, a study was conducted with 332 Greek respondents, which used a special purpose questionnaire, including the HEXACO-24 questions and 13 additional questions, that addressed attitude towards advertisement, charitable giving, as well as the behavioral intention to donate. The findings add to current research by underlining the relevance of individuals’ altruistic character, since our analysis revealed a statistically significant relationship between charitable giving and behavioral intention to donate. All HEXACO personality traits, excluding emotionality, demonstrated a statistically significant positive relationship with the attitude towards advertising, while none of the personality traits exhibited a statistically significant positive relationship with the concept of charitable giving, which calls for further investigation. Our findings also revealed that attitude towards an advertisement had no drastic effect on charitable giving and behavioral intention.

Keywords: donation; charity; behavioral intention; HEXACO-24; personality traits; altruism; SEM (search for similar items in EconPapers)
JEL-codes: A13 A14 P P0 P1 P2 P3 P4 P5 Z1 (search for similar items in EconPapers)
Date: 2023
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