Towards Shared Social Responsibility: A Study of Consumers’ Willingness to Donate Micro-Insurances when Taking Out Their Own Insurance
- 448 Downloads
In recent years, the concepts of charity and development aid have changed significantly. Present concepts combine direct money transfer with co-production, knowledge sharing and the development of products and services designed for the need of developing and transition economies. The concept of micro-financing is a financial service which has proven to allow for entrepreneurs in the respective countries to start up their businesses. A relatively new financial product for these countries is micro-insurance. This article deals with the question whether consumers in the Netherlands are willing to donate micro-insurances and which factors influence this willingness to contribute to the non-profit micro-insurance approach of an insurance company. The data were collected with questionnaires among a sample of the Dutch population (N = 504). The data have been processed in a one-way between-groups ANOVA, a paired sample t test and an ordinal regression analysis. The results show that approximately half of the Dutch consumers are willing to pay an additional amount on their insurance premium for the donation of micro-insurances. The amount of the insurance premium did, however, not affect the willingness to donate (WTD). If consumers could choose the beneficiary less people are willing to donate, yet those people are willing to donate more money. In conclusion, there is readiness among consumers to contribute to micro-insurance via an insurance company that assists in setting up micro-insurance projects. This indicates a possible role for companies to act as an intermediary between philanthropic acts and consumers.
Keywordsconsumer behaviour corporate social responsibility micro-insurance willingness to donate
Corporate social responsibility
Willingness to donate
Willingness to pay
Unable to display preview. Download preview PDF.
- Ajzen, I. and M. Fishbein: 1980, Understanding attitudes and predicting social behaviour (Prentice Hall, Inc., Englewood Cliffs, N.J).Google Scholar
- Baarda, D. B. and M. P. M. de Goede: 2001, Basisboek methoden en technieken:Handleiding voor het opzetten en uitvoeren van onderzoek (Wolters-Noordhoff, Groningen).Google Scholar
- Baarda, D. B., M. P. M. de Goede and M. Kalmijn: 2000, Enquêteren en gestructureerd interviewen (Wolters-Noordhoff, Groningen).Google Scholar
- Bekkers, R.: 2007, ‘Measuring altruistic behaviour in surveys: the all-or-nothing dictator game’, Survey Research Methods 1(3), 139-144.Google Scholar
- Bhattacharya, C. B. and S. Sen: 2003, ‘Consumer-Company Identification: A Framework for Understanding Consumers’ Relationships with Companies’, Journal of marketing: a quarterly publication of the American Marketing Association 67(2), 76-88.Google Scholar
- Brooks, A. C.: 2004, ‘Faith, secularism, and charity’, Faith and Economics 43, 1-8.Google Scholar
- Churchill, C. F., D. Liber, J. M. McCord and J. Roth: 2003, Making insurance work for microfinance institutions. A technical guide to developing and delivering microinsurance (International Labour Organization, Geneva).Google Scholar
- Dean, D. H.: 2003, ‘Consumer perception of corporate donations’, Journal of Advertising 31(4), 91-102.Google Scholar
- Doane, D.: 2001, Taking flight: the rapid growth of ethical consumerism. The ethical purchasing index 2001 (New Economics Foundation, London).Google Scholar
- Edison, S. and S. German: 1995, ‘Why Do People Donate. A Model of Willingness to Donate’, http://www.sbaer.uca.edu/research/sma/1995/pdf/06.pdf. Retrieved 26 Feb 2008.
- Elfenbein, D. W. and B. McManus: 2007, ‘A Greater Price for a Greater Good? The Charity Premium in Online Auctions’, Social Science Research Network, http://papers.ssrn.com/sol3/papers.cfm?abstract_id=965007. Retrieved 26 Feb 2008.
- Eliott, K. A. and R. B. Freeman: 2004, ‘White Hats and Don Quixotes? Human Right Vigilantes in the Global Economy’, Centre for Economic Performance, Article 638, http://cep.lse.ac.uk/pubs/download/dp0638.pdf. Retrieved 24 Feb 2008.
- Fishbein, M. and I. Ajzen: 1975, Belief, attitude, intention and behavior: an introduction to theory and research (Addison-Wesley, Reading, MA).Google Scholar
- Foster, M. K. and A. G. Meinhard: 1997, ‘Donating Behaviour and Attitudes: An Exploratory Study of the Differences in Age Cohorts’, Centre for Voluntary Sector Studies, Reyerson University, http://www.ryerson.ca/cvss/WP05.pdf. Retrieved 17 May 2008.
- Friedman, M: 1962, Capitalism and freedom (University of Chicago Press, Chicago).Google Scholar
- Halbrendt, C., L. Sterling, S. Snider and G. Santoro: 1995, ‘Contingent valuation of consumers’ willingness to purchase pork with lower saturated fat’, in J. A. Caswell (ed.), Valuing food safety and nutrition (Westview Press, Boulder, CO), pp. 319-339.Google Scholar
- Hertz, N.: 2002, The Silent Takeover. Global Capitalism and the Death of Democracy (Arrow Books, London).Google Scholar
- Kahneman, D. and A. Tversky (eds.): 2000, Choices, Values, and Frames (Cambridge University Press, Cambridge), pp. 1–116.Google Scholar
- Kanji, G. K.: 2006, 100 statistical tests (Sage Publications, London).Google Scholar
- Langer, A. J.: 1983, The psychology of control (Sage Publications, Beverly Hills).Google Scholar
- MacGillivray, A.: 2000, The fair share: the growing market share of green and ethical products (New Economics Foundation, London).Google Scholar
- MORI: 2000, European attitudes towards Corporate Social Responsibility, Research for CSR Europe (MORI, London).Google Scholar
- Nisbett, R. and L. Ross: 1980, Human inference: Strategies and shortcomings of social judgment (Prentice-Hall, Englewood Cliffs, N.J.).Google Scholar
- Nordušis, M. J.: 2004, SPSS 13.0 advanced statistical procedures companion (Prentice Hall, Upper Saddle River, NJ).Google Scholar
- Pallant, J.: 2005, SPSS Survival Manual. A step by step guide to data analysis using SPSS version 12 (Open University Press, Maidenhead).Google Scholar
- Porter, M. E. and M. R. Kramer: 2002, ‘The competitive advantage of corporate philanthropy’. Harvard Business Review 80(12), 56-68.Google Scholar
- Roth, J., M. J. McCord and D. Liber: 2007, The landscape of microinsurance in the world’s 100 poorest countries (The Microinsurance Centre, Appleton).Google Scholar
- Tabachnick, B. G. and L. S. Fidell: 2001, Using multivariate statistics, 4th edition (Harper Collins, New York).Google Scholar