Journal
JOURNAL OF NONPROFIT & PUBLIC SECTOR MARKETING
Volume 21, Issue 2, Pages 225-247Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/10495140802529649
Keywords
segmentation; ethnic identification; volunteering; nonprofit marketing
Categories
Funding
- Australian Research Council through the Linkage Grant Scheme [LP0453682]
- Bushcare Wollongong, a division of Wollongong City Council
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The purpose of this qualitative investigation is to help nonprofit organizations which rely heavily on the support of volunteers increase the effectiveness of their marketing by accounting for differences in cultural background among community members. It was conducted in the multi-cultural Australian context and included 79 participants from different cultural backgrounds. Findings indicate that as a whole, cultural groups differ significantly with respect to their attitudes, social norm and perceived behavioral control over volunteering. Nonprofit organizations are unlikely to be successful in attracting volunteers from a range of different cultural backgrounds unless they account for heterogeneity among volunteers and customize marketing messages. To the authors' knowledge this is the first study that investigates differences in attitude, social norm and perceived behavioral control regarding an important social marketing issue: changing the volunteering behavior of individuals in a multicultural society.
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