Abstract:

The scenario in Malaysia, charitable organizations is challenged to raise significant donation to cover high demand for their services. For charities to survive in competition, they have to depend more on individual donors and less on the government for funding in order to survive. While the topic of charitable giving has been substantially studied, no known research has explored the applicability of the theory of planned behavior (TPB) in the context of individual charitable giving intentions and behavior. In addressing the research gap, this paper details a preliminary study which examined the influence of attitude, subjective norm, and perceived behavioral control and another two extended variable which is religious belief and trust on charitable giving intentions and behavior. Data were obtained via a survey on 347 individual donors in Kuala Lumpur,Malaysia. To examine the hypothesized linkages within the TPB framework, the authors conducted PLS analysis. The authors also examined the measurement model using PLS.