How Satisfaction Lead to Volunteer Role Identity? Revisiting Identity Salience applied to Volunteer Research

Many studies have considered satisfaction as a necessary precursor for developing volunteer role identity (VRI). However, the mechanism involved in that relationship and whether diverse types of satisfaction from volunteering literature are part of this relationship remain unclear. We propose that satisfaction may promote the development of VRI by augmenting the identity saliency of the volunteer role. To address identity salience, we adopt a dual-concept approach, measuring the identity importance and identity invocation of the volunteer role. To investigate the hypothesis, we performed multiple general lineal mediation models employing identity importance and identity invocation as simultaneous mediators of the satisfaction-VRI relationship. A sample of 227 volunteers from different organizations completed an online questionnaire remotely. The results indicate that task satisfaction and motivational satisfaction, but not organizational satisfaction, significantly predict volunteer role identity—both directly and indirectly through the mediating roles of identity importance and identity invocation. Future work may continue investigating the paths through which satisfaction and other factors may promote volunteer role identity.