Keywords
charity, non-profit organisation, Generation Z, consumer behaviour
Abstract
In Poland, non-profit organizations face challenges in attracting and engaging donors, especially of younger ages, in charity. The study explores factors such as gender and household economic standing of Generation Z’s representatives in order to determine charity engagement in the wake of the frequency, value, and channels of financial donations among Generation Z. A survey (CAWI method) was conducted among young people under 25 in Poland. Descriptive statistics and statistical tests were performed to analyse the primary data.
Outcomes show that young donors mostly provide financial aid donations once a year and both online platforms and traditional collection methods were the most popular aid donation transfer channels. Moreover, significant differences were found between men and women in donation frequency and amounts, with men donating more frequently and with higher donation values. Similarly, the respondents from households with above-average economic standing donated more often and in larger amounts than those from lower-income households.
The study concludes that young people seem to be one-off donors with no regular habits of providing financial aid to needy people, and they are hybrid donors using, in parallel, both traditional and modern financial transfer channels. It appears that gender and economic standing play crucial roles in shaping Generation Z’s charitable behaviours. These findings provide valuable insights for non-profit organisations, suggesting the need for developing tailored strategies based on specific socio-demographic characteristics of Generation Z to engage young donors in charity regularly and intensively.
Acknowledgments
Funding
The research received no funds.
Declaration of Conflicting Interests
The author declared no potential conflicts of interest with respect to the research, authorship, and publication of the article.
Declaration about the scope of AI utilization
The authors did not use an AI tool in the preparation of the article.
Recommended Citation
Badowska, S., & Delińska, L. (2025). Toward Charity Engagement of Generation Z: Do Gender and Economic Standing of Household Matter?. Journal of Marketing and Consumer Behaviour in Emerging Markets, 2025(1), 1-18. https://doi.org/10.7172/2449-6634.jmcbem.2025.1.1
First Page
1
Last Page
18
Page Count
18
Received Date
01.10.2024
Revised Date
17.12.2024
Accepted Date
20.01.2025
Online Available Date
04.02.2025
DOI
10.7172/2449-6634.jmcbem.2025.1.1
JEL Code
L31, D12, M39
Publisher
University of Warsaw
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