Motivations for Individual Giving among Ghanaians
Date
2023
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
University of the Witwatersrand, Johannesburg
Abstract
The primary objective of this thesis was to investigate the motivations for individual giving of money, gifts and time to other individuals and organisations among Ghanaians. Previous studies in Europe, America, Asia and South Africa show that individuals are the main source of immediate and long-term support to other individuals and organisations. However, research into the factors that motivate different giving types to individuals and organisations among Ghanaians is almost non-existent. Therefore, this study investigated extrinsic and intrinsic motivations influencing giving decisions by Ghanaians. Specifically, the thesis considered the demographic and psychographic factors influencing individual giving. The demographic factors include personal and socio-economic characteristics, and the psychographics includes behavioural and attitudinal factors that influence giving. The study identified gender, age and household size as the significant demographic factors, while financial constraints, egoism, giving back, social norms, religion, social justice, trust, and emotions are the significant behavioural and attitudinal factors influencingGhanaian giving.
The research obtained primary data by surveying a diverse sample population of 720 respondents and conducting semi-structured interviews with 21 Ghanaians. The binary logistic regression model applied to measure the predictive ability of the demographic and psychographic factors on the three related behaviours of giving money, giving gift items, and volunteering suggests that the significant demographics influencing giving, among Ghanaians are gender, age, household size, number of children, education, ethnicity, religion and marital status. While the significant psychographics influencing giving behaviours are financial constraints, egoism, giving back, social norms, social justice, trust, and emotions.This study adopted the motivational domains of the Self Determination Theory and suggested that the motivation to give is a transition and overlaps from not being able or willing to give, through socially reward-seeking and punishment-avoiding actions to genuine concern for others’ welfare.
The main contribution of this study to theory and knowledge is the adaptation and application of the Self Determination Theory in the Ghanaian context and identifying the different variables that influence the giving decision among Ghanaians. In addition, the identified factors are useful to organisations and groups that seek to motivate individual giving and involvement in community, group or national philanthropic and charity activities
Description
A Thesis Submitted to the Wits Business School, Faculty of Commerce, Law and Management, University of Witwatersrand, Johannesburg in Fulfillment of the Requirements for the Degree of Doctor of Philosophy, Johannesburg 2023
Keywords
PHILANTHROPY, GIVING, MOTIVATION, CHARITY, EXTRINSIC, INTRINSIC, SDT, UCTD
Citation
Owusu-Ansah, Matilda. (2023). Motivations for Individual Giving among Ghanaians [PhD thesis, University of the Witwatersrand, Johannesburg]. WireDSpace.https://hdl.handle.net/10539/40110