Comparing the Explanatory and Predictive Power of Intention-Based Theories of Personal Monetary Donation to Charitable Organizations

The theory of reasoned action (TRA) and the theory of planned behavior (TPB) have been found to have predictive capability in a wide range of personal behaviors. The aim of the study is twofold: firstly, to assess the applicability of the TRA, the TPB, and a newly developed revised version of the TPB in the context of individuals’ monetary donations to charitable organizations; and secondly, to compare the explanatory and predictive power of these three theoretical models. Data relating to intention to give monetary donation, attitudes toward helping others and toward charitable giving, social norms, moral responsibility, and perceived behavioral control were collected in the first phase of the study by means of a self-completion mail questionnaire distributed to 432 residents of Riyadh, Saudi Arabia. In the second phase, 1 month later, telephone interviews were conducted with 221 of the first-phase respondents who had agreed to take part in a follow-up survey of their actual monetary-donating behavior. The findings show that the revised TPB is the best of the three models for predicting individuals’ intention to donate and their future monetary-donation behavior, mainly because moral responsibility is included in the theoretical framework. It thus offers superior explanatory and predictive power.