Determinants of Zakat donor behavior in a Gulf state

Abstract

Purpose This paper aims to investigate the donor characteristics of Muslim donors and fills the gap by empirically surveying Muslim donors from Kuwait. The authors believe their sample choice to be of importance due to the stark contrast between the Kuwaiti and Asian environment, of which much of the literature’s findings on Muslim donor behavior was based on. Design/methodology/approach The characteristics studied include demographics, socioeconomics, individual attitudes, trust perceived generosity among others identified in the literature. Data was gathered by disseminating 320 surveys to better understand which variables have significant influence on an individual’s charity behavior. Statistical analysis using regression method was used to analyze the data. Findings The findings report that fundraising campaigns, perceived financial security are significant and there is also a significant association between certain charity activities and gender. The findings have implications on market segmentation and promotional strategies aimed toward similar donor profiles and for the charities soliciting Zakat who are based in the Gulf Cooperation Council region. Originality/value The contributions of this manuscript further the knowledge of donor behavior and thus enrich the body of work within research that explores the role of marketing in philanthropic and non-profit organizations. This study provides deeper insights into the Muslim’s donor behavior and from a managerial standpoint, facilitates on how to target them effectively when soliciting donations or raising funds for campaigns within Muslim communities, an area that has received little attention from research investigating marketing for nonprofit organizations.

Intentions and donations: monetary charity in Kuwait during the COVID-19 pandemic

“…They reported that attitudes toward advertising and attitudes toward COs were significant, while the ATTH had a significant indirect effect on intention through attitude toward advertising and ATTCs. In addition, most recently authors are advising that research should include consumers' attitudes toward religious products (Junaidi et al, 2022), in particular Kuwait has had mixed reviews with regards to individual attitudes toward COs (AlShamali and AlMutairi, 2022). Based on this literature, the following attitude hypotheses have been developed: H1.…”