Toward a Better Understanding of Volunteering for Nonprofit Organizations: Explaining Volunteers’ Pro-Social Attitudes

Author:

Briggs Elten1,Peterson Mark2,Gregory Gary3

Affiliation:

1. Department of Marketing, The University of Texas at Arlington, Arlington, Texas,

2. Department of Management and Marketing, University of Wyoming, Laramie, Wyoming

3. School of Marketing, Australian School of Business, University of New South Wales, Sydney, New South Wales, Australia

Abstract

In addition to currently fueling the nonprofit sector of the economy, volunteering is a key ingredient in community-based or cooperative models of economic exchange, including customer coproduction. The purpose of this study is to develop knowledge about pro-social attitudes of volunteers. Behavioral Reasoning Theory (BRT) provides a framework for understanding how volunteers’ values and reasons for volunteering influence volunteers’ pro-social attitudes. Gender, experience, and age are controlled for in the analysis. Using large-scale survey data from four distinct nonprofit organizations in Australia, structural equation modeling results suggest that the BRT framework is a valuable one for understanding important influencers of volunteers’ pro-social attitudes. In sum, values and reasons that are other-oriented appear to be much more influential than values and reasons for volunteering that are self-focused. Additionally, our results suggest that being a younger volunteer is positively correlated with higher levels of values and reasons for volunteering that are self-focused.

Publisher

SAGE Publications

Subject

Marketing

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