Marketing For nonprofit Organizations of Animal Cause: predisposition analysis to money and time donation
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Data de Publicação: | 2018 |
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Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista de Ciências da Administração |
Texto Completo: | https://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2018v20n50p110 |
Resumo: | This study aimed to analyze individual factors that lead to the adoption of behaviors donate money and time to domestic animals, considering the role of marketing in the context of social organizations dedicated to the cause. Based on the literature review, it was launched nine research hypotheses to empirical verification. From the quantitative approach adopted, these relationships were tested with a sample of residents of João Pessoa (PB), globally (with the entire sample) and by context (presential and online), through the Theil-Sen linear modeling. Among the main results, it is emphasized that the perception of collaboration with the cause as a moral duty predisposes people to donate money and time to the cause. As well, people who realize their collaboration and the role of NGOs as effective in promoting domestic animal welfare are more likely to adopt these behaviors. In addition, those with positive perceptions of life experiences with animals and that live with people engaged in the cause are more likely to do voluntary activity. The research contributes to the marketing management practice in social organizations devoted to animal causes, while reinforces the marketing discussion in the social interest and the inclusion of animal cause as a major social issue in academic field. |
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Revista de Ciências da Administração |
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Marketing For nonprofit Organizations of Animal Cause: predisposition analysis to money and time donationMarketing para organizações sem fins lucrativos da causa animal: análise da predispo-sição à doação de dinheiro e tempoThis study aimed to analyze individual factors that lead to the adoption of behaviors donate money and time to domestic animals, considering the role of marketing in the context of social organizations dedicated to the cause. Based on the literature review, it was launched nine research hypotheses to empirical verification. From the quantitative approach adopted, these relationships were tested with a sample of residents of João Pessoa (PB), globally (with the entire sample) and by context (presential and online), through the Theil-Sen linear modeling. Among the main results, it is emphasized that the perception of collaboration with the cause as a moral duty predisposes people to donate money and time to the cause. As well, people who realize their collaboration and the role of NGOs as effective in promoting domestic animal welfare are more likely to adopt these behaviors. In addition, those with positive perceptions of life experiences with animals and that live with people engaged in the cause are more likely to do voluntary activity. The research contributes to the marketing management practice in social organizations devoted to animal causes, while reinforces the marketing discussion in the social interest and the inclusion of animal cause as a major social issue in academic field.Este estudo objetivou analisar fatores individuais que levam à adoção de comportamentos de doação de dinheiro e tempo para a causa animal, considerando o papel de marketing no contexto de ONGs. Foram lançadas nove hipóteses de pesquisa, testadas globalmente e por contexto de coleta com residentes da cidade de João Pessoa (PB) por meio da modelagem linear de Theil-Sen. Entre os principais resultados, destaca-se que a percepção de colaboração com a causa como dever moral predispõe as pessoas a doar dinheiro e tempo. Além disso, as pessoas que percebem sua colaboração e a ação das ONGs como eficazes em promover o bem-estar de animais domésticos são mais propensas a adotar esses comportamentos. A pesquisa contribui para a prática de gestão de marketing em organizações sociais voltadas à causa animal, ao passo que incentiva a discussão de marketing no interesse social e de causas sociais mais específicas em âmbito acadêmico.Universidade Federal de Santa Catarina2018-04-03info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPesquisa empírica de campoapplication/pdfhttps://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2018v20n50p11010.5007/2175-8077.2018v20n50p110Revista de Ciências da Administração; V.20 N.50 abril de 2018; 110-1282175-80771516-3865reponame:Revista de Ciências da Administraçãoinstname:Universidade Federal de Santa Catarina (UFSC)instacron:UFSCporhttps://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2018v20n50p110/pdfCopyright (c) 2018 Revista de Ciências da Administraçãoinfo:eu-repo/semantics/openAccessRodrigues Orsini, Anna Carolinada Costa, Francisco José2020-08-07T10:28:01Zoai:periodicos.ufsc.br:article/49110Revistahttp://www.periodicos.ufsc.br/index.php/admPUBhttps://periodicos.ufsc.br/index.php/adm/oairevista@cse.ufsc.br||mfpcris@gmail.com||rca.cse@contato.ufsc.br2175-80771516-3865opendoar:2020-08-07T10:28:01Revista de Ciências da Administração - Universidade Federal de Santa Catarina (UFSC)false |
dc.title.none.fl_str_mv |
Marketing For nonprofit Organizations of Animal Cause: predisposition analysis to money and time donation Marketing para organizações sem fins lucrativos da causa animal: análise da predispo-sição à doação de dinheiro e tempo |
title |
Marketing For nonprofit Organizations of Animal Cause: predisposition analysis to money and time donation |
spellingShingle |
Marketing For nonprofit Organizations of Animal Cause: predisposition analysis to money and time donation Rodrigues Orsini, Anna Carolina |
title_short |
Marketing For nonprofit Organizations of Animal Cause: predisposition analysis to money and time donation |
title_full |
Marketing For nonprofit Organizations of Animal Cause: predisposition analysis to money and time donation |
title_fullStr |
Marketing For nonprofit Organizations of Animal Cause: predisposition analysis to money and time donation |
title_full_unstemmed |
Marketing For nonprofit Organizations of Animal Cause: predisposition analysis to money and time donation |
title_sort |
Marketing For nonprofit Organizations of Animal Cause: predisposition analysis to money and time donation |
author |
Rodrigues Orsini, Anna Carolina |
author_facet |
Rodrigues Orsini, Anna Carolina da Costa, Francisco José |
author_role |
author |
author2 |
da Costa, Francisco José |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Rodrigues Orsini, Anna Carolina da Costa, Francisco José |
description |
This study aimed to analyze individual factors that lead to the adoption of behaviors donate money and time to domestic animals, considering the role of marketing in the context of social organizations dedicated to the cause. Based on the literature review, it was launched nine research hypotheses to empirical verification. From the quantitative approach adopted, these relationships were tested with a sample of residents of João Pessoa (PB), globally (with the entire sample) and by context (presential and online), through the Theil-Sen linear modeling. Among the main results, it is emphasized that the perception of collaboration with the cause as a moral duty predisposes people to donate money and time to the cause. As well, people who realize their collaboration and the role of NGOs as effective in promoting domestic animal welfare are more likely to adopt these behaviors. In addition, those with positive perceptions of life experiences with animals and that live with people engaged in the cause are more likely to do voluntary activity. The research contributes to the marketing management practice in social organizations devoted to animal causes, while reinforces the marketing discussion in the social interest and the inclusion of animal cause as a major social issue in academic field. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-04-03 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Pesquisa empírica de campo |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2018v20n50p110 10.5007/2175-8077.2018v20n50p110 |
url |
https://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2018v20n50p110 |
identifier_str_mv |
10.5007/2175-8077.2018v20n50p110 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2018v20n50p110/pdf |
dc.rights.driver.fl_str_mv |
Copyright (c) 2018 Revista de Ciências da Administração info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2018 Revista de Ciências da Administração |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal de Santa Catarina |
publisher.none.fl_str_mv |
Universidade Federal de Santa Catarina |
dc.source.none.fl_str_mv |
Revista de Ciências da Administração; V.20 N.50 abril de 2018; 110-128 2175-8077 1516-3865 reponame:Revista de Ciências da Administração instname:Universidade Federal de Santa Catarina (UFSC) instacron:UFSC |
instname_str |
Universidade Federal de Santa Catarina (UFSC) |
instacron_str |
UFSC |
institution |
UFSC |
reponame_str |
Revista de Ciências da Administração |
collection |
Revista de Ciências da Administração |
repository.name.fl_str_mv |
Revista de Ciências da Administração - Universidade Federal de Santa Catarina (UFSC) |
repository.mail.fl_str_mv |
revista@cse.ufsc.br||mfpcris@gmail.com||rca.cse@contato.ufsc.br |
_version_ |
1789435142623723520 |