Does cultural background affect volunteering behavior?

Journal Article


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Abstract


  • The purpose of this qualitative investigation is to help nonprofit

    organizations which rely heavily on the support of volunteers

    increase the effectiveness of their marketing by accounting for

    differences in cultural background among community members.

    It was conducted in the multi-cultural Australian context and

    included 79 participants from different cultural backgrounds.

    Findings indicate that as a whole, cultural groups differ

    significantly with respect to their attitudes, social norm and

    perceived behavioral control over volunteering. Nonprofit organizations

    are unlikely to be successful in attracting volunteers from

    a range of different cultural backgrounds unless they account for

    heterogeneity among volunteers and customize marketing messages.

    To the authors' knowledge this is the first study that

    investigates differences in attitude, social norm and perceived

    behavioral control regarding an important social marketing issue:

    changing the volunteering behavior of individuals in a multicultural

    society.

Publication Date


  • 2009

Citation


  • Randle, M. J. & Dolnicar, S. (2009). Does cultural background affect volunteering behavior?. Journal of Nonprofit & Public Sector Marketing, 21 (2), 225-247.

Scopus Eid


  • 2-s2.0-70449095821

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1640&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/602

Has Global Citation Frequency


Number Of Pages


  • 22

Start Page


  • 225

End Page


  • 247

Volume


  • 21

Issue


  • 2

Abstract


  • The purpose of this qualitative investigation is to help nonprofit

    organizations which rely heavily on the support of volunteers

    increase the effectiveness of their marketing by accounting for

    differences in cultural background among community members.

    It was conducted in the multi-cultural Australian context and

    included 79 participants from different cultural backgrounds.

    Findings indicate that as a whole, cultural groups differ

    significantly with respect to their attitudes, social norm and

    perceived behavioral control over volunteering. Nonprofit organizations

    are unlikely to be successful in attracting volunteers from

    a range of different cultural backgrounds unless they account for

    heterogeneity among volunteers and customize marketing messages.

    To the authors' knowledge this is the first study that

    investigates differences in attitude, social norm and perceived

    behavioral control regarding an important social marketing issue:

    changing the volunteering behavior of individuals in a multicultural

    society.

Publication Date


  • 2009

Citation


  • Randle, M. J. & Dolnicar, S. (2009). Does cultural background affect volunteering behavior?. Journal of Nonprofit & Public Sector Marketing, 21 (2), 225-247.

Scopus Eid


  • 2-s2.0-70449095821

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1640&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/602

Has Global Citation Frequency


Number Of Pages


  • 22

Start Page


  • 225

End Page


  • 247

Volume


  • 21

Issue


  • 2