Audhesh K. Paswan, Rajasree K. Rajamma, Qin Sun, Retno Tanding Suryandari
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ABSTRACTThe purpose of this study was to investigate the motivations behind consumer intention to volunteer. Intrinsic motivations, attribution of blame, and collective responsibility were examined as antecedents to volunteering intention. In addition, moderating role of attribution of blame and collective responsibility were also explored. Results show that altruistic motvation, social recognition motivation and collective responsibility were positively assocated with intention to volunteer. Interesting moderating relationships were also found in this study. Disclosure statementNo potential conflict of interest was reported by the author(s).
期刊介绍:
The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.