Charitable behavior is a form of prosocial behavior focused on providing help to those in need. We discuss the theoretical implications, along with the implications for charitable organizations, and offer suggestions for future research. The United States is one of the most charitable nations, but it has some of the most materialistic citizens in the world. Interestingly, little is known about how the consumerist trait of materialism, as well as the opposite moral trait of gratitude, influence charitable giving.
Development and validation of scales to measure attitudes that influence monetary donations to charitable organizations. We address this gap in the literature by theorizing and empirically proving that the effects of these consumer characteristics on charitable behavior can be explained by various motivations. Managers of charitable organizations struggle to attract customers who can actively donate money in response to various fundraising campaigns.