Consumer Psychological Factors that Affect Chinese Donation Satisfaction and Continuous Donation Intention with Food Banks

Purpose The goal of this study is to improve the continuous donation behavior of China’s ordinary people to food bank and reduce food waste. Through the survey and measurement of China’s ordinary people’s donation satisfaction and continuous donation intention to the Food Bank;it is possible to find out the consumer psychological factors that affect donation satisfaction and continuous donation intention. Design/Methodology/Approach – A questionnaire survey was conducted for Chinese with experience in food bank donations and data was collected. After excluding bad answers and invalid answers;371 responses were obtained. In order to verify the research hypothesis;this research used structural equation path analysis and hierarchical multiple regression analysis. Findings – Altruistic motivation was found to have no effect on Chinese satisfaction with donations to food banks;while egoistic motivation showed a significant negative impact. The impact of unplanned impulsivity and evaluation sensitivity impulsivity on Chinese donation satisfaction to food banks is significant;but the impact of reward sensitivity impulsivity is not significant. Perspective-taking and empathic concern in consumer empathy have a significant impact on the satisfaction of Chinese donations to food banks. Finally;Chinese satisfaction with donations to food banks was found to have a significant impact on the intention of continuing donations;and only independent self-construal was found to have a moderating effect. Research Implications – This is the first empirical study conducted in the field of food banking in China;combined with consumer psychological factors;and has important academic significance. It also provides valuable references for China’s charitable donations;food distribution industry;and provides new reference ideas for China’s “saving food”.