Factors influencing charitable giving behavior among Malaysians: an extended theory of planned behavior (ETPB) model / Nurul Amyra Mat Isa

Charitable giving is the act of giving money or physical items to the non-profit organizations (NPO) without expecting anything in return. Charitable giving give impacts towards NPO and society. Charitable giving is the main source of funding to NPO and this charitable giving can affect the contributions of NPO towards society. Charitable giving also gives impact towards society, which is charitable giving can support the needy people and can reduce level of poverty in the society. Based on the World Giving Index reports from the year 2010 to 2015, it shows that charitable giving in Malaysia is not consistent. Since the charitable giving index is not consistent, the charity organizations in Malaysia is struggling in fundraising fund as the charity organizations depend on more on donor's contribution for their survival and growth. Despite the significance of this issue, it was surprising to find that Theory of Planned Behavior (Ajzen, 1985) which is a broadly utilized intention-behavior model has not been actively applied to an area of charitable donation. Although Theory of Planned Behavior (TPB) has received substantial empirical support with strong predictive utility, many studies have already attempted to extend and enrich the model by including additional explanatory variables and formed an extended theory of planned behavior (ETPB). Hence, to fill in the gap, this study aim to have a better understanding of factors that influence individual charitable giving by using the well established theory of planned behavior as a based theory with inclusion of another two variables which is religious beliefs and public trust, to developed an extended theory of planned behavior new framework in charitable giving context. Findings show that the respondents charitable giving behavior do influence PBC and INTENT and between this two predictors, INTENT were the strongest magnitude (P = 0.451). INTENT are influence by attitudes (ATT), perceived behavioral control (PBC), religious beliefs (RB) and public trust (PT). As states earlier, the scope of charitable giving in Malaysia had been done by a few researchers (see table 1.1) and from this study it shows different results and factors that influence charitable giving behavior that can help the upper management of NPO to design an effective marketing framework to better manage relationships with donors.