Institutional Trust, Sector Confidence, and Charitable Giving

Mark Hager, E. C. Hedberg

Research output: Contribution to journalArticlepeer-review

11 Scopus citations

Abstract

Trust influences charitable-giving behavior. However, prevailing theoretical discussion and empirical study of the effects of trust suffer from confusion over different dimensions of trust. In addition to the distinction between particularistic trust in individual organizations and generalized trust in unknown others, we differentiate generalized trust in strangers, institutions, and charitable organizations writ large. An empirical analysis concentrates on the latter two, finding that charitable confidence directly influences charitable giving while institutional trust does not. We assert that the influence of charitable confidence on giving may help explain how individuals previously unaware of particular organizations or brands may be susceptible to cold calls and solicitations.

Original languageEnglish (US)
Pages (from-to)164-184
Number of pages21
JournalJournal of Nonprofit and Public Sector Marketing
Volume28
Issue number2
DOIs
StatePublished - Apr 2 2016

Keywords

  • Charitable giving
  • confidence
  • trust

ASJC Scopus subject areas

  • Marketing

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