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<p>This research explores how loneliness influences individuals’ intention to donate, focusing on the emotional mechanism of anticipated warm glow and the moderating role of donation type (time vs. money). Across two experimental studies, the findings consistently reveal that lonely individuals express a higher willingness to donate time rather than money. Study 1 shows that donation type moderates the effect of loneliness on donation intention, with time donations eliciting stronger intentions among lonely participants. Study 2 extends this by demonstrating that anticipated warm glow mediates the effect of loneliness on donation intention but only when the donation involves time. In monetary donation contexts, loneliness does not significantly influence emotional rewards or giving intentions. These results suggest that the emotional benefits of prosocial behavior are contingent on both the donor’s psychological state and the nature of the donation request. The study contributes to the literature on prosocial motivation by integrating emotional and contextual factors into the understanding of charitable behavior. Practical implications highlight the value of tailoring donation appeals, particularly time-based opportunities for emotionally vulnerable groups such as the lonely.</p>

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Understanding the link between loneliness and charitable giving: the time versus money donations perspective

  • 期刊论文

  • 发表日期：

    2026年4月29日

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  • Jappy Parlindungan Fanggidae,
  • P. D’yan Y. Sukartha,
  • Dony Martinus Sihotang,
  • Margaretha Sartien Kabanga

摘要

This research explores how loneliness influences individuals’ intention to donate, focusing on the emotional mechanism of anticipated warm glow and the moderating role of donation type (time vs. money). Across two experimental studies, the findings consistently reveal that lonely individuals express a higher willingness to donate time rather than money. Study 1 shows that donation type moderates the effect of loneliness on donation intention, with time donations eliciting stronger intentions among lonely participants. Study 2 extends this by demonstrating that anticipated warm glow mediates the effect of loneliness on donation intention but only when the donation involves time. In monetary donation contexts, loneliness does not significantly influence emotional rewards or giving intentions. These results suggest that the emotional benefits of prosocial behavior are contingent on both the donor’s psychological state and the nature of the donation request. The study contributes to the literature on prosocial motivation by integrating emotional and contextual factors into the understanding of charitable behavior. Practical implications highlight the value of tailoring donation appeals, particularly time-based opportunities for emotionally vulnerable groups such as the lonely.