The effect of power on donation intention: A moderated mediation model

Drawing on the theory of planned behavior, we examined if powerful individuals are more likely to demonstrate a donation intention if they have a strong moral identity, and if sense of power coupled with moral identity can transform the perception of obligation into donation intention. Participants were 372 passersby who were randomly recruited from 6 survey points we set up near commercial districts in Ningbo, Zhejiang, China. Results demonstrated a higher donation intention in individuals with a sense of power when coupled with moral identity, and this interactive effect on donation intention was mediated by perception of obligation to others in need. Our findings reveal the significance of emphasizing an individual’s moral identity and perception of obligation in fundraising activities. The implications of the fundraising activities of civil affairs department staff in China are discussed.