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