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Charity donation: intentions and behaviour

Muhammad Kashif (Marketing Department, GIFT University, Gujranwala, Pakistan)
Syamsulang Sarifuddin (Faculty of Economics & Administration, University of Malaya, Kuala Lampur, Malaysia)
Azizah Hassan (Faculty of Computing, Universiti Teknologi Malaysia, Johor Bahru, Malaysia)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 2 February 2015




The purpose of this paper is to test the extended theory of planned behaviour (TPB) model to investigate money donation intentions and behaviour. Furthermore, the applicability of an extended TPB model is tested for the first time in a collectivist culture.


The data have been collected from 221 people living in the city of Kuala Lampur through a questionnaire based on extended TPB model. The data have been analysed through employing structural equation modelling (SEM) procedures to extract meaningful conclusions.


The results depict an excellent fit to the extended TPB model. The past behaviour, injunctive norms, and intentions to donate positively contribute towards actual behaviour to donate money. Attitude, self-reported behaviour, descriptive norms, and moral norms do not significantly contribute to intentions to donate money.

Practical implications

Managers of charitable organisations are struggling to attract customers who can actively donate money in response to various fundraising campaigns. This study will provide some useful strategies to help managers in attracting and retaining customers for life.


Research studies performed to investigate money donation intentions and behaviour are scarce where current research fills this knowledge gap by presenting a developing country perspective. In addition to that, extended TPB model to investigate money donation intentions and behaviour has never been refuted through SEM procedures.



Kashif, M., Sarifuddin, S. and Hassan, A. (2015), "Charity donation: intentions and behaviour", Marketing Intelligence & Planning, Vol. 33 No. 1, pp. 90-102.



Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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