Impact of Personality Traits on Small Charitable Donations: The Role of Altruism and Attitude towards an Advertisement

Given the serious humanitarian crises encountered by modern world, it is more crucial than ever to build a society based on solidarity, compassion, empathy, and sense of teamwork cooperation. This research provides insight into how factors personality traits, altruistic behaviors, actions can positively influence citizens’ behavioral intentions, allowing for deeper understanding motives behind charitable giving. To this end, study was conducted with 332 Greek respondents, which used special purpose questionnaire, including HEXACO-24 questions 13 additional questions, that addressed attitude towards advertisement, giving, as well intention donate. The findings add current underlining relevance individuals’ character, since our analysis revealed statistically significant relationship between giving All HEXACO excluding emotionality, demonstrated positive advertising, while none traits exhibited concept calls further investigation. Our also an advertisement had no drastic effect intention.