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23
Online shopping o a cause: social
ma ke ing in second-hand ashion s o es
Comp as online po una buena causa: ma ke ing social en las iendas
de moda de segunda mano
I ene Ga cía Medina
Glasgow Caledonian Uni e si y
I ene[email p o ec ed].uk
0000-0003-4424-3357
Ma ía Salinas Vázquez
Uni e sidad Neb ija
msalina @neb ija.es
0009-0005-7508-563X
Abs ac
This s udy examines exis ing li e a u e on he use o online pla o ms in in luencing social consume beha iou , engagemen ,
and pu chase in en ions, pa icula ly in he con ex o non-p o i sec o s like second-hand ashion shops. In his ega d,
academic pe spec i es on his opic a e explo ed. The aim is none o he han o highligh he gaps in cu en unde s anding, as
well as o denounce he need o mo e in-dep h s udies. To his end, he me hodology used was he bibliog aphical echnique.
The esul s poin o he ac ha consume beha iou in he ashion sec o does no ye ha e a bene icen o ien a ion, which
is why u he wo k needs o be done on his app oach.
Keywo ds
Communica ion; consump ion; ashion; ma ke ing; second-hand, shopping; social; s o es.
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Resumen
Es e es udio examina la bibliog a ía exis en e sob e el uso de pla a o mas en línea pa a in lui en el compo amien o del
consumido social, su comp omiso y sus in enciones de comp a, especialmen e en el con ex o de sec o es sin ánimo de
luc o como el de las iendas de segunda mano de moda. En es e sen ido, se explo an las pe spec i as académicas sob e es a
emá ica. El obje i o no es o o que pone de mani ies o las lagunas exis en es en la comp ensión ac ual, así como denuncia
la necesidad de es udios más p o undos. Pa a ello, la me odología u ilizada ha sido la écnica bibliog á ica. Los esul ados
apun an a que el compo amien o del consumido en el sec o de la moda no iene, aún, una o ien ación bené ica, po lo que
hay que segui abajando en es e en oque.
Palab as cla e
Comunicación; consumo; ma ke ing; moda; iendas, segunda mano, social.
1. In oduc ion
Social consume beha iou is widely s udied in In e ne ma ke ing esea ch (Pomi leanu e al., 2013).
This s udy begins by explo ing online social consume beha iou and p esen s academic pe spec i es
on he opic.
I hen shi s o he concep o social consume engagemen , e iewing he li e a u e on i s s a egic
use as a compe i i e ool and o alue co-c ea ion.
The s udy con inues by examining how social consume engagemen and alue co-c ea ion in luence
social pu chase in en ion.
Finally, he s udy discusses online social dono beha iou , s a ing wi h a b oade unde s anding o
p o-social beha iou and cha i able gi ing. I e iews a ious mo i a ions o cha i able dona ions and
he academic deba e a ound hem. The s udy concludes wi h a e iew o ashion and cha i y.
2. Li e a u e e iew
2.1. Social consume beha iou
Online selling became a signi ican indus y in 1998 (Lohse e al., 2000) and spa ked academic in e es ,
pa icula ly a ound he p o ile o online social consume s (Cons an inides, 2004). Unde s anding he
needs and mo i a ions o hese consume s is i al o de eloping e ec i e social ma ke ing s a egies
(McGold ick, 2002). Resea ch shows ha online consume s di e om adi ional shoppe s in a eas
such as educa ion le el, socio-economic s a us, compu e li e acy, and age (Dennis e al., 2009; Li e
al., 1999; Swinya d & Smi h, 2003). Howe e , demog aphic ac o s alone a e no su icien o p o ile
online consume s as hey do no ully explain social beha iou s (He nandez e al., 2011).
S udies ha e sugges ed ha online and o line consume s sha e simila social pu chase o ien a ions
(Jayawa dhena e al., 2007). While some schola s see no di e ence be ween adi ional and online
consume beha iou (Cons an inides, 2004), o he s a gue ha online buying is in luenced by us and
con idence (Lee, 2002; Liebe mann & S ashe sky, 2002). Dennis e al. (2009) emphasized he
impo ance o a i ude, us , pas expe iences, and lea ning in shaping social consume beha io .
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Cons an inides and Foun ain (2008) also no ed ha social online consume s’ pu chase in en ions a e
in luenced by pee e iews, blogs, and social ne wo ks, which a e beyond ma ke e s’ con ol. Despi e
hese challenges, us is widely ecognized as a key ac o in online pu chases. Online shopping is seen
as isky due o he need o sha e pe sonal and inancial in o ma ion (Einwille & Will, 2001; G abne -
K au e & Kaluscha, 2003), bu i also o e s consume s access o ha d- o- ind p oduc s and impo an
pu chase in o ma ion (Alba e al., 1997).
In e ms o mo i a ions, esea ch highligh s bo h u ili a ian and hedonic ac o s (Childe s e al., 2001;
B own e al., 2003; B idges & Flo sheim, 2008). U ili a ian mo i a ions ocus on he unc ionali y and
con enience o shopping, while hedonic mo i a ions e lec he enjoymen o he shopping expe ience
(Childe s e al., 2001). Ini ially, u ili a ian ac o s we e belie ed o d i e online pu chasing (Benjamin &
Wigand, 1995), bu B idges & Flo sheim (2008) a gued ha as consume s become mo e expe ienced,
hey seek hedonic alue online. Childe s e al. (2001) sugges ed ha while u ili a ian ac o s like
con enience a e impo an , hey need o be complemen ed by he enjoyable aspec s o he online
shopping en i onmen .
2.2. Social Consume Engagemen (SCE)
Social consume engagemen is conside ed a s a egic ool o de elop a compe i i e ad an age ( an
Doo n e al., 2010; B odie e al., 2013), and, mos impo an ly, o c ea e and enhance ela ionships
be ween ashion b ands and cus ome s (B odie e al., 2013). Social consume engagemen was i s
s udied om psychological and beha iou al pe spec i es (Boa dman e al., 2020; Hollebeek e al., 2014;
Dessa e al., 2015). As no ed by Islam and Rahman (2016), howe e , since 2005 i has anspi ed in o he
discipline o ma ke ing and consequen ly a ac ed he academic in e es in he ield.
Islam & Rahman (2016), he au ho s o he i s sys ema ic e iew o SCE in he social ma ke ing a ea,
ha e ound ha he e we e 66 published a icles wi h SCE cen al in he discussion and closely e iewed
hese s udies, which jus i ies he g owing in e es o he academic body in he subjec . Mo eo e , i is
appa en ha schola s began o ake di e en app oaches in hei esea ch; i has been a gued by
Mollen and Wilson (2010) ha mos a icles a e concep ual. I appea s, howe e , ha hei call o mo e
empi ical s udies has been hea d; as ound, concep ual pape s cons i u ed 69% o all a icles in he
yea s 2005-2010, while hei pe cen age has dec eased o app oxima ely 17% be ween 2011 and 2024
(Islam & Rahman, 2024).
The conside able academic in e es in SCE can also be jus i ied by he Ma ke ing Science Ins i u e (MSI,
2023), which decla ed consume engagemen a “key esea ch p io i y.” Ne e heless, as a gued by
Jaakkola and Alexande (2024), he academic unde s anding o how social consume engagemen
con ibu es o alue co-c ea ion is s ill in i s in ancy.
2.3. Pu chase in en ion
Social pu chase in en ion e e s o he likelihood ha cus ome s will buy a p oduc (G ewal e al.,
1998) and a men al s age whe e hey become willing o pu chase (Rosilawa i & Najhalidi, 2021). I is
in luenced no only by he p oduc ’s alue bu also by o he consume s’ ecommenda ions (Schi man
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& Kanuk, 2009; See-To & Ho, 2014). O he mode a ing ac o s include pe cei ed in o ma i eness,
p oduc popula i y (Paço e al., 2021), and scep icism (She & Lee, 2009). Resea ch also highligh s he
posi i e e ec o social media engagemen on pu chase in en ion (Hu e e al., 2013; Kamal e al.,
2013; Balak ishnan e al., 2014).
Pu chase cha ac e is ics u he shape pu chase in en ion; i ems ha equi e physical in e ac ion, like
ouch o smell, lowe online pu chase in en (Monsuwé e al., 2004). Posi i e pas online shopping
expe iences also inc ease he likelihood o con inued online shopping (Bo usiak e al., 2020). T us in
online shopping plays a key ole, as consume s ely on us in un amilia si ua ions (Ro e , 1971).
2.4. Dono beha iou
Mu illo and Yoon (2016) obse ed ha many indi iduals use he In e ne o suppo cha i y o ganiza ions
and assis o he s. This sec ion will i s explo e he mo i a ions o cha i able gi ing o highligh he
social ac o s d i ing helping beha iou in a b oade , o line con ex . I will hen shi o he online
en i onmen , e iewing s udies on p o-social consume beha iou and he s a egies o ganiza ions
use o a ac new dono s and s eng hen ela ionships wi h exis ing ones.
2.4.1. P o-social beha iou
P o-social beha iou , de ined as ac ions pe o med o bene i o he s a he han onesel (Mu illo &
Yoon, 2016, p. 627), is linked o helping o showing posi i e a i udes owa d o ganiza ions ocused on
social causes (Basil & Webe , 2006). Ma golis (1982) de ined help as beha iou ha in ol es a sac i ice,
whe e he cos s exceed he bene i s, implying ha ue helping equi es some o m o cos o loss.
P o-social beha iou is o en d i en by indi iduals’ sense o jus ice o o he s, e en when cos s a e
in ol ed (Bo usiak e al., 2020; Mu illo & Yoon, 2016). P e ious s udies ha e ecognized ha p o-social
beha iou is a ional; o example, Twenge e al. (2007) ound ha people a e mo e inclined o li e wi hin
cul u al amewo ks and social g oups a he han in isola ion. Howe e , p o-social beha iou is seen
mo e in he ac ions pe o med han in he unde lying mo i es (Basil & Webe , 2006). Ea ly li e a u e has
discussed he mo i a ions o such beha iou , sugges ing ha bo h al uis ic (Coke e al., 1978; Ba son
e al., 1981; Toi & Ba son, 1982) and egois ic (A che e al., 1981; Cialdini e al., 1987) easons d i e p o-
social ac ions, al hough hese mo i es likely go beyond his simple dicho omy (Basil & Webe , 2006).
Helping beha iou has been ound o p o ide indi iduals wi h symbolic meaning, allowing hem o
exp ess alues ela ed o ca ing o o he s (Cla y e al., 1998), which mo i a es p o-social ac i i ies.
Addi ionally, indi iduals may enhance o p o ec hei egos h ough such beha iou . P e ious s udies
ha e shown ha social ac o s s ongly in luence p o-social beha iou (Basil & Webe , 2006), wi h
people helping o he s o con o m o social no ms and a oid nega i e judgmen (K ebs, 1970; A che e
al., 1981). Mo e ecen esea ch suppo s hese iews, no ing ha conce n o o he s’ opinions enhances
suppo o social causes (Bekke s & Wiepking, 2011). Bekke s (2010) also highligh ed ha gi ing and
olun ee ing a e mo i a ed by social incen i es, as dono s seek social app o al om o he s. Thus, he
bene i s o cha i able gi ing a e bo h social and psychological.
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Se e al s udies ha e shown ha p o-social alues and o ien a ions a e posi i ely linked o philan h opy
(Van Lange e al., 2007; Bekke s, 2006, 2007). The e o e, cha i able gi ing will be explo ed u he as a
o m o p o-social beha iou (Bekke s & Wiepking, 2011), To a oid con usion, he e ms “cha i able
gi ing” and “philan h opy” will be used in e changeably in he ollowing sec ions, ollowing he wo k o
René Bekke s and Pamala Wiepking (Bekke s & Wiepking, 2011a; 2011b; Wiepking & Bekke s, 2012).
2.5. Fashion and cha i y
2.5.1. Fashion and social mo emen s
Acco ding o Pine (2014), ashion is he usage, mode o cus om in ogue du ing a pa icula ime o
place. I is a mass social phenomenon ha is engaged by imi a ion, conscious o unconscious; and i is
a way o ex e nalising wha we eel and wha we ca y inside. The ype o clo hes we choose speaks o
he his o ical momen in which we ind ou sel es, wha u ban ibe we belong o and wha kind o people
we iden i y wi h. Ochoa (2007, p. 6) s a es, “Fashion is a e lec ion o a socie y: i s e y exis ence is a
way o unde s anding he na u e o a momen in his o y.” Simila ly, C is ó ol e al. (2022) say ha ashion
con inually e ol es, e lec ing social mo emen s.
Fo his pa , Blanco (2015, p.3) poin s ou ha “ o si ua e ashion wi hin he ield o cul u e, we can begin
o hink abou how his discipline is in luenced by he social and poli ical mo emen s o a gi en his o ical
s age” and, also, p oposes “ o demons a e how social and poli ical changes a e closely ela ed o
changes in he de elopmen o ashion.” On he o he hand, Ma ínez (1998) s a es ha ashion is a
sociological phenomenon, and highligh s he limi a ions ha p e iously p e en ed he unde s anding
o ashion as a sociological phenomenon. All he esea ch and books men ioned abo e sha e he a iable
o ashion wi h social mo emen s and poin ou how bo h a iables a e di ec ly ela ed and a e o g ea
impo ance o each o he .
On he o he hand, when discussing social mo emen s, he ollowing e e ences we e ound: Social
mo emen s and u ban ibes, social mo emen s and collec i e ac ion, social mo emen s and hei
ashion, and social sciences, poli ical science, and social mo emen s. Abou he ype o s udy and ype
o design o he esea ch ha could be ound on he subjec , i was no iced ha he as majo i y o
hese a e o a quali a i e o de since none o he esea ch ound used nume ical da a. This is e idenced
in he wo k o Mai (2018), who, h ough in e iews wi h uni e si y s uden s, ound a di ec ela ionship
be ween he heo ies o iden i y and sel -concep wi h social g oups, he way o d essing, he ashion
indus y and u ban ibes.
Pine (2014) ied o demons a e how we d ess a ec s how we hink, eel and ac and ound a di ec
ela ionship wi h he way we d ess and ou eelings, cogni i e abili ies and social skills h ough di e en
expe imen s conduc ed on college s uden s. In ano he o de o ideas, Cas año (2019), in an explana o y
s udy on he Ha dco e Punk mo emen , s a es ha “This is whe e i is s a ed ha all his is cul u e, i is
music, a and subway mo emen a e collec i e phenomena, ha is why he phenomenon is no
sepa a ed om social li e.”
O he in es iga ions also ook a desc ip i e app oach. Jiménez-Ma ín and Checa (2021), by means o
bibliog aphic compila ions, in end o unde s and he socie y’s beha iou and i s acqui ed pa e ns
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wi hou lea ing aside he p oduc ion-dis ibu ion-consump ion ela ionship o which we a e a pa
(Salaza , n.d.). Rega ding he pa icipa ing subjec s, i can be concluded ha hey a e mos ly o dina y
people and usually belong o uni e si y communi ies in o de o unde s and how wha people wea
a ec s hei cogni ions and hough s (Mai , 2018; Pine, 2014) and common people ela ed o he Punk
social mo emen in Medellin (Cas año, 2019). Howe e , in o he in es iga ions, he subjec s analysed
we e cha ac e s linked o ashion and ex ile make s (Ochoa, 2007; Echa a ia, 1943).
In e e ence o some da a, i is de ined “social mo emen s as collec i e challenges posed by people who
sha e common objec i es and solida i y in a sus ained in e ac ion wi h eli es, opponen s and
au ho i ies.” Ta ow (1994) and Vélez (2015) s a e ha “Social mo emen s a e an objec o s udy o
his o y, conside ing ha hey ep esen ac o s gene a ing e e en s and up u es ha a ec he
con en ional models o in e p e a ion on he S a e and on he go e nmen .” On he o he hand, i is
p oposed ha ashion is no a ma e o mino i ies, no o exclusi i y, since i is no only on he ca walks
o in he designe’s wo kshop bu also on he s ee . I a ec s e e yone, al hough unequally, and is
assumed by di e en g oups and classes as pa o hei p ojec o con o ma ion as a g oup and
a ilia ion o i s membe s (Ryding e al., 2019; Medina, 2008).
Likewise, Salaza (s. ) illus a es ha ashion speaks o socie y and i s idiosync asy; i shows us how he
elemen s ha a e impo an in a cul u e a e mixed and how i s people li e and de elop in each social-
his o ical con ex . I also highligh s he ela ionship be ween heo ies o iden i y and sel -concep wi h
social g oups, how we d ess, he ashion indus y, u ban ibes and how o he people see us, ou eelings,
cogni i e abili ies and social capabili ies (Mai , 2018; Pine, 2014). In u n, La in and A ie a (2010)
highligh ha when alking abou iden i y and adolescence, ashion plays a c ucial ole because i
becomes he language o he adolescen . And wi h i , all o he e ail s a egies, including hose o
cha i ies (Jiménez-Ma ín e al., 2018).
2.5.2. Fas ashion and he ci cula economy
Tex ile was e is one o he mos pollu ing i ems globally and is hea ily a ec ed by as ashion (FF)
p oduc s. Public p essu e has led many FF companies o olun a ily collec a small ac ion o hei
second-hand i ems (Palomo-Domínguez, 2023) and expo hem o de eloping coun ies o euse.
Howe e , some de eloping coun ies a e implemen ing impo bans on second-hand clo hing. In addi ion,
FF companies may soon be o ced by ex ended p oduce esponsibili y legisla ion o collec mo e p e-
owned i ems o euse and ecycling (Pinson, 2012). To da e, hey do no ha e su icien capaci y o do so.
Cha i ies ha e been he main collec o s and ecycle s o used clo hing (Henninge e al., 2022), so hese
cha i ies could help FF companie inc ease hei capaci y in his e e se supply chain (CS).
Howe e , ollowing Zanji ani e al. (2022), we a e unlikely o see such collabo a ion o wo main easons:
ȿ Cha i ies p e e o sell high-quali y second-hand i ems in he p ima y ma ke o gene a e as
much e enue as possible, and FF companies may ea cannibalisa ion.
ȿ Many cha i ies belie e ha FF companies gene a e quan i ies o low-quali y i ems ha equi e
collec ion and so ing and a e di icul o sell in he p ima y ma ke .
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Cha i ies also ace compe i ion om many small o -p o i o ganisa ions selling second-hand FF i ems.
Al hough olun ee s suppo cha i ies, hey a e o en less e icien . This pape u ges Ope a ions
Managemen (OM) esea che s o sugges inno a i e business models o help:
ȿFas ashion companies and cha i ies o collabo a e o sol e he abo e p oblems.
ȿCha i ies o imp o e hei adi ional p ac ices o become compe i i e.
3. Objec i es and hypo heses
The main objec i e o his esea ch is o examine academic li e a u e on social consume beha iou ,
pa icula ly in he con ex o non-p o i sec o s like second-hand ashion shops. The idea is o
unde s and i i would be possible o inc ease he sus ainable consump ion o ex ile p oduc s h ough
cha i able o ganisa ions.
In his line, we s a wi h h ee main hypo heses:
ȿ H1: The social pu pose o ashion ecycling om a ci cula economy di ec ly a ec s on
consume beha iou .
ȿ H2: A new (ci cula ) economy eme ges om non-p o i second-hand o ganisa ions.
ȿ H3: Social, epu a ional and business bene i s a e gene a ed o second-hand ashion s o es
as well as o socie y.
4. METHODOLOGY
Rega ding he ins umen s o in o ma ion collec ion and analysis, me hods such as bibliog aphy
analysis on he ela ionship be ween hough s and clo hing we e used (Mai , 2018; Pine, 2014). The
bibliog aphic compila ion is a equen ins umen . Echa a ía (1943) conduc ed i o answe he
ques ion abou how his indus y con inued o de elop h ough he yea s, as well as Ma ínez (1998) o
un eil he new ole o ashion in he new socie ies.
We ollowed a esea ch me hod based on bibliog aphic analysis o collec he necessa y a gumen s and
claims (Saunde s e al. 2019).
Fo he ex ual analysis, g ey li e a u e was used, such as company sus ainabili y epo s and
pa liamen a y documen s, which a e he e o e used as seconda y da a sou ces o amilia ise he
ope a ions communi y wi h he ga men supply chain and iden i y a eas o imp o emen . The
p ocedu e used in he ex ual analysis ollowed he me hod o :
1. Wo d equency (wo d coun ).
2. Wo d g ouping (o wo d combina ion).
3. Sen imen analysis.
4. Tagging/Ca ego isa ion o eedback commen s.
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5. RESULTS
5.1. Philan h opy
Philan h opy, de ined as he olun a y dona ion o money o o ganiza ions bene i ing o he s beyond
one’s own amily (Bekke s & Wiepking, 2011b, p. 337), has been widely s udied ac oss mul iple disciplines,
including economics, social psychology, neu ology, sociology, an h opology, and ma ke ing (Bekke s &
Wiepking, 2011a). Howe e , ecen esea ch has become mo e specialized, wi h schola s p ima ily
ocusing on indi idual disciplines a he han ea ing philan h opy as a mul idisciplina y ield o social
sciences (Bekke s & Wiepking, 2011a).
Ro hschild (1979) was one o he i s o ecognise he use o ma ke ing ools in he public sec o o
philan h opic shops, including cha i ies. He a gued ha non-p o i o ganisa ions ace unique challenges
such as he in angibili y o hei o e ings, low pu chase equency, and a di e se a ge audience, which
di e en ia e hem om o -p o i o ganiza ions.
Many li e a u e e iews ha e been published on philan h opy in ields like social psychology (Ba son,
1998), ma ke ing (Sa gean & Woodli e, 2007), economics (And eoni, 2006; Meie , 2007), and sociology
(Wilson, 2000). Howe e , Bekke s & Wiepking (2011a) conduc ed one o he mos ex ensi e e iews,
examining o e 500 a icles, which spans a b oade ange o sou ces and ca ego ies.
The dono decision-making p ocess has been b oken down in o ou s ages: pe cep ion o need,
mo i a ion, beha iou , and consequences (K ebs & Mille , 1985). Bendapudi e al. (1996, p. 34) de ined
cha i able gi ing as “beha iou ha enhances he wel a e o a needy o he , by p o iding aid o bene i ,
usually wi h li le o no commensu a e ewa d in e u n.” Se e al ac o s ha e been iden i ied as
p edic o s o cha i able gi ing, including age, gende , income, eligion, and occupa ion (Radley &
Kennedy, 1995; Sa gean & Lee, 2004; Hall, 2006).
Bekke s & Wiepking (2011a) iden i ied di e en key mechanisms d i ing philan h opy: (1) pe cei ed
need, (2) eques ing dona ions, (3) cos s and bene i s, (4) al uism, (5) epu a ion, (6) psychological
bene i s, (7) alues, and (8) e icacy. These mechanisms a e explo ed o unde s and be e wha
mo i a es people o dona e.
Pe cei ed need is a c ucial p e equisi e, as indi iduals mus be awa e o he cause o conside dona ing.
P e ious s udies on dona ions demons a ed his ele ance (Be kowi z & Daniels, 1964; Schwa z, 1975).
Resea ch con i ms ha pe cei ed need co ela es posi i ely wi h dona ions (Lee & Fa ell, 2003).
S udies on he age o o ganiza ions sugges mixed indings abou whe he longe -es ablished cha i ies
ecei e mo e dona ions, wi h some suppo ing his iew (Olsen & Eidem, 2003), while o he s do no
(Khana & Sandle , 2000; Callen, 1994).
Reques ing dona ions. Bekke s & Wiepking (2011a, p. 931) a gue ha how eques s occu de e mines i s
success, wi h s udies showing ha solici a ion p ecedes app oxima ely 85% o dona ions (B yan e al.,
2003; Bekke s, 2005). Howe e , oo many eques s can lead o dono a igue and educe he likelihood
o dona ions (Van Diepen e al., 2009).
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Cos s and bene i s a e he angible consequences o dona ing, and he lowe he pe cei ed cos s, he
highe he likelihood o gi ing (Eckel & G ossman, 2004; Ka lan & Lis , 2006). S udies show seasonal
a ia ions, wi h dona ions o en peaking in Decembe (Pha oah & Tanne , 1997; Banks & Tanne , 1999).
The bene i s o gi ing may include access o e en s (Bekke s & Wiepking, 2011a) o pa icipa ion in
lo e ies (Land y e al., 2006). Al hough di ec -mail gi s a e commonly hough o inc ease dona ions,
e idence o his ela ionship is inconclusi e (Chen e al., 2006).
Al uism, as desc ibed by And eoni (2006), is a signi ican mo i a o o gi ing, as indi iduals may dona e
o suppo he o ganiza ion’s cause o bene icia ies. Howe e , s udies ha e shown mixed indings on
he c owding-ou e ec , whe e dona ions may dec ease i people pe cei e o he s’con ibu ions (Ek &
Ma iani, 2020; K op & Knack, 2003), while o he s udies sugges a c owding-in e ec (Khanna &
Sandle , 2000; B ooks, 2003).
Repu a ion plays a key ole in cha i able gi ing, as indi iduals seek social app o al o hei dona ions
(Bekke s & Wiepking, 2011a). Social no ms a ound gi ing in luence people’s decisions: dono s ecei e
app o al, while hose who do no dona e isk social disapp o al (Soe e en , 2005; Ba eson e al., 2006).
Fea o social emba assmen may be a key d i e o gi ing (Samek & She eme a, 2014).
Psychological bene i s include he joy o gi ing and a posi i e sel -image. Neu opsychological s udies
ha e shown ha dona ions igge b ain ac i i y ela ed o ewa d p ocessing (Ha baugh e al., 2007).
Gene osi y can also be in luenced by hough s abou one’s mo ali y (Jonas e al., 2002), o gi eness
(Ka emans e al., 2005), o g a i ude (Soe e en , 2005). Addi ionally, people end o o e es ima e hei
own gene osi y (Bekke s, 2006), and asking people i hey a e willing o dona e inc eases he likelihood
o ac ual dona ions (Cialdini, 2001).
Values such as p o-social and al uis ic alues, spi i ual belie s, and a sense o social jus ice a e s ongly
linked o cha i able gi ing (Bekke s, 2006; Van Lange, 2007). Indi iduals who p io i ize hese alues a e
mo e likely o dona e.
Finally, e icacy e e s o he belie ha one’s dona ion will make a di e ence. Indi iduals a e less likely
o con ibu e i hey do no pe cei e hei dona ion as impac ul (A umi e al., 2005).
These mechanisms a e g ounded in ex ensi e esea ch, making hem eliable indica o s o he ac o s
ha d i e philan h opy.
5.2. Online und aising
The ise o he In e ne , mainly social media pla o ms, has signi ican ly impac ed how cha i y
o ganiza ions engage wi h dono s (Das & Sahoo, 2012). Acco ding o Mano (2014), he In e ne has
accele a ed in o ma ion acking, shopping, and social in e ac ion, which has in luenced ashion
cha i y o ganiza ions, oo. Online und aising has become a majo income sou ce o many ashion
second-hand shops (Smi h e al., 2015).
Ald idge and Fowles (2013) no ed a decline in cha i able gi ing ac oss gene a ions since a signi ican
pe cen age o dona ions comes om indi iduals o e 75. This shi has p omp ed cha i ies o explo e
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