In this study, the factors that determine the intentions of individuals to donate to nonprofit organizations (NPOs) were analyzed. Based on an extensive review of the academic literature, research hypotheses were proposed about the influences of altruism, self-esteem, trust, donation past behavior, attitudes and brand identification. Data were collected by means of an online survey. The sample was composed of 300 respondents. The empirical investigation consisted of specifying and estimating a model using PLS-SEM. The results showed that altruism and self-esteem did not have statistically significant effects on the intention to donate. The findings suggested that donations to NPOs were more strongly influenced by trust, past donation behavior, attitudes, and brand identification. The paper discusses implications of these results for theory and managerial practices related to philanthropy.

在这项研究中，分析了决定个人向非营利组织 (NPO) 捐赠意向的因素。基于对学术文献的广泛回顾，提出了关于利他主义、自尊、信任、过去捐赠行为、态度和品牌认同的影响的研究假设。数据是通过在线调查收集的。样本由 300 名受访者组成。实证调查包括使用 PLS-SEM 指定和估计模型。结果表明，利他主义和自尊对捐赠意向没有统计学上的显着影响。调查结果表明，对非营利组织的捐赠受信任、过去的捐赠行为、态度和品牌认同的影响更大。