Marketing For nonprofit Organizations of Animal Cause: predisposition analysis to money and time donation

Abstract

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.