Identity and Personality Influences on Donating Money, Time, and Blood

Building on previous research that examined role identity in relation to volunteering, this study explored the impact of identity and personality for three giving behaviors: donating money, volunteering time, and donating blood. This study examined the contribution of general identity as a helpful person, role identity specific to each behavior, and personality traits of conscientiousness and agreeableness within the decision-making framework of the theory of planned behavior (TPB). Participants (N = 203) completed a questionnaire measuring role identity (general and behavior specific), conscientiousness and agreeableness, and the TPB constructs of attitude, subjective norm, perceived behavioral control, and intention to donate. Three months later, participants reported whether they had engaged in each behavior. The results demonstrated that identity as a donor (i.e., specifically of money, time, or as a blood donor) emerged as more important in determining people's giving actions than general role identity as a helpful person or global personality characteristics