Abstract:

This study attends to the question of how the distribution of micro-donations by rounding-up the invoice amount could change the donation market considering its different target groups based on age and income. At first, this paper reviews the existing structures, the environment as well as the current situation of social corporate activities regarding ethics, morals, and responsibility. The study indicated that it must be examined how micro-donations affect different target groups. The proposition is that people who have never donated in the past due to their financial situation (i.e., poor or young) would for the first time have the opportunity during shopping to make a micro-donation and use it to do something good.