The donor behavior of the “third sector” under the control of compassion
The article examines the non-profit and voluntary sector, also known as the third sector economy, which plays a key role in ensuring sustainable human and environmental well-being in order to overcome critical situations of poverty, resource depletion, social security and social exclusion. One way to develop and maintain this sector is to receive contributions and donations from other organizations or individuals. Drawing on a revised theory of planned behavior, this study attempts to investigate what motivates people to sacrifice, and determine whether compassion plays a moderating role. Based on the structural model, the results indicate that attitudes, perceived behavioral control, descriptive norm, and moral norms are significant predictors of donor behavior. In addition, the relationship between the moral norm and the donator's behavior is stronger when compassion is higher. The results would be useful in developing strategies to strengthen the non-profit and voluntary sector by focusing on socio-psychological attitudes for and from others. Since the study did not control the size of non-profit organizations, we suggest that in the future we consider a restriction that would be consistent with the "philanthropy impact model", which postulates the maximum impact of a donation, especially for sustainable well-being.
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The author thanks Svetlana P. Ivanova, PhD in Economics, Associate Professor of the Institute of Foreign Languages, Modern Communications and Management, Moscow State University of Psychology and Education, for her help in the work on the article.