A Study of the Relationship between Religion and Giving Behavior -Analyzing Moderating Effect of Religiosity-

종교와 기부행동의 관계에 대한 연구 -종교성의 조절효과-

  • Received : 2013.10.04
  • Accepted : 2013.11.11
  • Published : 2013.11.30

Abstract

This study attempts to examine the moderating effect of religiosity in the relationship between religion and secular giving behavior (absolute amount and philanthropic effort). For the analysis, this study utilizes 'Giving Korea 2012' by the Beautiful Foundation and employs Tobit regression model. Focusing on giving amount, major findings are that (1) Protestants and Catholics give greater amounts for secular cause than those with no religious affiliation; and (2) interaction between Protestants and religiosity and interaction between Catholics and religiosity have significant relationships with citizens' secular giving amount in a positive direction. Focusing on philanthropic effort (giving amount divided by family income), major findings are that (1) there is no significant relationship between religion types and citizens' philanthropic effort and (2) interaction between Protestants and religiosity and interaction between Catholics and religiosity have significant relationships with citizens'philanthropic effort in a positive direction. This study provides new knowledge foundation on citizens' secular giving behavior and contributes to developing effective fundraising strategies of nonprofit organizations on religion-related donor markets.

Keywords

giving behavior;giving amount;philanthropic effort;religion;religiosity;moderating effect