Distinguishing altruism from warm glow: psychological motivations for money donations to Thailand’s Buddhist society

Purpose - This study investigates the factors influencing monetary donations in Thailand, a developing Buddhist nation. We explore the interplay of demographic, socioeconomic, psychological and social factors on individual donation behavior, focusing on frequency, amount, planning and motivation. Our primary aim is to distinguish pure altruism from the “warm glow” effect and identify the optimal model explaining how donation behavior impacts donor life satisfaction. Design/methodology/approach - A structured, self-administered questionnaire surveyed 450 Thai charitable donors (convenience sample) using logistic regression analysis in SPSS Findings - The study revealed females and those with higher education exhibited stronger altruistic motives, while a warm glow motivated five distinct groups: 1) older, 2) unmarried, 3) those with high external locus of control, 4) reputation-conscious donors and 5) those aware of public health benefits like medical care access. Additionally, pre-planned donations were associated with five factors: 1) debt-free, 2) Buddhist faith, 3) belief in societal improvement through donations, 4) witnessing family members donate and 5) awareness of public health benefits including receiving royal decorations. Practical implications - This research provides valuable insights for policymakers and charities. By understanding donor motivations, targeted incentives (e.g. emphasizing the “warm glow” effect) can be designed to increase donations and address social issues. Originality/value - The study suggests tax deduction campaigns may be less effective than expected, as awareness of deductions correlated with lower donation frequency and amount. To incentivize giving, the government should focus on factors most linked to donor satisfaction. This research indicates warm glow is the strongest driver, followed by donation frequency, planning behavior and amount donated.