Impact of Personality Traits on Small Charitable Donations: The Role of Altruism and Attitude towards an Advertisement

Abstract

Given the serious humanitarian crises encountered by the modern world, it is more crucial than ever to build a society based on solidarity, compassion, empathy, and a sense of teamwork and cooperation. This research provides insight into how the factors of personality traits, altruistic behaviors, and humanitarian actions can positively influence citizens’ behavioral intentions, allowing for a deeper understanding of the motives behind charitable giving. To this end, a study was conducted with 332 Greek respondents, which used a special purpose questionnaire, including the HEXACO-24 questions and 13 additional questions, that addressed attitude towards advertisement, charitable giving, as well as the behavioral intention to donate. The findings add to current research by underlining the relevance of individuals’ altruistic character, since our analysis revealed a statistically significant relationship between charitable giving and behavioral intention to donate. All HEXACO personality traits, excluding emotionality, demonstrated a statistically significant positive relationship with the attitude towards advertising, while none of the personality traits exhibited a statistically significant positive relationship with the concept of charitable giving, which calls for further investigation. Our findings also revealed that attitude towards an advertisement had no drastic effect on charitable giving and behavioral intention.