To identify and explore the factors influencing Millennials and their behaviour and decision making processes (Sargeant, 1999) toward charity giving’

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Author
Davies, Abigail Nicole
Date
2017-04Type
Dissertation
Publisher
Cardiff Metropolitan University
Metadata
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The discussion of this study is to identify and explore the factors influencing millennials and their behaviour and decision making processes (Sargeant, 1999) toward charity giving. Existing literature is reviewed and used to shape the questions which are developed for the qualitative research of focus groups. 3 focus groups are carried out and examined using thematic analysis. The key findings as a result of the research are the themes of empathy, self-benefitting, personal values and evidence. Furthermore these are the significant influences upon millennials behaviour and decision making towards donating to charity.