Does cultural background affect volunteering behavior?

Randle, Melanie and Dolnicar, Sara (2009) Does cultural background affect volunteering behavior?. Journal of Nonprofit and Public Sector Marketing, 21 2: 225-247. doi:10.1080/10495140802529649

Author Randle, Melanie
Dolnicar, Sara
Title Does cultural background affect volunteering behavior?
Journal name Journal of Nonprofit and Public Sector Marketing   Check publisher's open access policy
ISSN 1049-5142
Publication date 2009
Year available 2009
Sub-type Article (original research)
DOI 10.1080/10495140802529649
Volume 21
Issue 2
Start page 225
End page 247
Total pages 23
Place of publication Philadelphia, PA, United States
Publisher Routledge
Language eng
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 multi‐cultural society.
Keyword Segmentation
Ethnic identification
Nonprofit marketing
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
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Citation counts: Scopus Citation Count Cited 5 times in Scopus Article | Citations
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Created: Mon, 08 Apr 2013, 16:33:58 EST by Dr Kayleen Campbell on behalf of School of Tourism