Impact of Generational Awareness of Charity on Attitudes to The Homeless and Donation Intentions: Moderating Role of Religiosity

Abstract

Purpose: The aim of this research was to investigate the degree of awareness of generations (Z, Y, X and Baby Boomers : BBs) towards charitable giving, as well as its impact on attitudes towards the homeless and donation intentions. Methodology: Data were collected using a face-to-face questionnaire from 316 respondents. Findings:  The results show BBs are the most aware of charitable giving compared to generations X, Y and Z, respectively. The results also show that awareness of charitable giving positively influences attitudes towards the homeless and intentions to donate. The results also reveal that religiosity moderates the impact of charitable giving awareness on attitude towards the homeless and donation intention. Originality/ Value: This research is notable for its comparative and intergenerational approach to the study of charitable giving behaviour. While many previous studies have focused on demographic factors influencing giving intentions, few have investigated differences between generations, limiting the generalizability of the findings. Unlike studies that analyze donor behaviour within specific generations, this work segments individuals into four generational groups (Generations Z, Y, X and BBs) and examines their level of awareness of charitable giving, as well as the impact of this awareness on attitudes towards homeless and donation intentions.