Institutional Trust, Sector Confidence, and Charitable Giving

Mark A. Hager*, E. C. Hedberg

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

17 Scopus citations


Trust influences charitable-giving behavior. However, prevailing theoretical discussion and empirical study of the effects of trust suffer from confusion over different dimensions of trust. In addition to the distinction between particularistic trust in individual organizations and generalized trust in unknown others, we differentiate generalized trust in strangers, institutions, and charitable organizations writ large. An empirical analysis concentrates on the latter two, finding that charitable confidence directly influences charitable giving while institutional trust does not. We assert that the influence of charitable confidence on giving may help explain how individuals previously unaware of particular organizations or brands may be susceptible to cold calls and solicitations.

Original languageEnglish (US)
Pages (from-to)164-184
Number of pages21
JournalJournal of Nonprofit and Public Sector Marketing
Issue number2
StatePublished - Apr 2 2016


  • Charitable giving
  • confidence
  • trust

ASJC Scopus subject areas

  • Marketing


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