This research sought to identify and group the external motivators that encourage individuals in emerging countries to donate money and/or goods. Therefore, 46 external variables were identified in the literature that motivate an individual to donate. They were grouped by similarity into five external donation motivating factors (environmental and/or political motivation, the cause or circumstances of the donation, the organisation's characteristics, influence from third parties, and personal rewards) that resulted in a proposed donation model. This model was supported by semi‐structured interviews with 22 individuals who donate money and/or goods frequently. The results supported the existence of the five proposed factors in the model and three new variables were identified: a “lack of government support,” “service for the donor” and “donation tuition with low value.”
O objetivo desta pesquisa foi compreender o que motiva as mulheres brasileiras a doarem dinheiro e/ou bens. Para tanto, foi realizada uma pesquisa exploratória e qualitativa, por meio de entrevistas semiestruturadas com 12 doadoras que afirmaram ter doado dinheiro e/ou bens nos últimos 12 meses. Após a coleta de dados, as entrevistas foram analisadas e identificadas 47 variáveis que motivam as mulheres a realizar a doação de dinheiro e/ou bens. Estas variáveis foram agrupadas por similaridade, o que resultou em 5 grupos que tendem a explicar o comportamento de doação das mulheres. O primeiro grupo trata das “características pessoais”, o segundo das “atitudes”, o terceiro dos “sentimentos com o próximo”, o quarto das “características da organização” e por último o grupo dos “estímulos externos”.
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