To identify and explore the factors influencing Millennials and their behaviour and decision making processes (Sargeant, 1999) toward charity giving’
Davies, Abigail Nicole
Cardiff Metropolitan University
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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.