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Predicting donors’ behavior in contributing to health compared to non-health sectors: an application of revised theory of planned behavior in Iran

Author

Listed:
  • Saeedeh Fehresti
  • Amirhossein Takian
  • Ebrahim Jaafaripooyan
  • Mahboubeh Parsaeian
  • Habib Jalilian

Abstract

Purpose - This study aims to predict the behavior of donors to give to the health sector compared with other sectors in Shiraz city, South Iran, using the revised theory of planned behavior (TPB). Design/methodology/approach - This was a descriptive-analytic cross-sectional study. A standard questionnaire, which comprising 32 items, was used to survey 277 donors affiliated with various charitable associations in the city of Shiraz, South of Iran, in 2018. Participants were selected using stratified sampling and simple random sampling techniques. The authors used a revised TPB, a general model to predict and explain behavior across various types of behaviors and predict behavior based on an individual’s attitudes and beliefs. This model was used to examine the influence of eight social-psychological variables (attitude, perceived behavioral control [PBC], subjective norm, descriptive norm, moral norm, past behavior, intention behavior, self-reported) on an individual’s intention to donate to health sector charity. Data was analyzed using SPSS software version 22.0. Findings - The score of all constructs of TPB in the health sector was significantly higher than in the non-health sector (P

Suggested Citation

  • Saeedeh Fehresti & Amirhossein Takian & Ebrahim Jaafaripooyan & Mahboubeh Parsaeian & Habib Jalilian, 2021. "Predicting donors’ behavior in contributing to health compared to non-health sectors: an application of revised theory of planned behavior in Iran," International Journal of Ethics and Systems, Emerald Group Publishing Limited, vol. 38(1), pages 108-124, October.
    • Handle: RePEc:eme:ijoesp:ijoes-02-2021-0034
    DOI: 10.1108/IJOES-02-2021-0034
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