Behav. Sci., Volume 14, Issue 3 (March 2024) – 114 articles
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With focus being placed on emotional arousals, attitudes towards advertisements, and donation anxiety, this study utilizes the Theory of Planned Behaviors to uncover the determinants of donation intention. After surveying 414 participants across Greek society, and through use of structural equation modeling, we found that attitudes and anxiety have direct impacts on the behavioural intention to donate, while emotional arousals act as partial mediators, implying that both cognitive assessments and emotional responses influence donation intentions. These findings underscore the barriers that anxieties impose while highlighting the potential of positive attitudes and advertising. Our results advocate the use of emotionally resonant marketing strategies to enhance donor recruitment. View this paper
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