Individual Giving in Ghana: A Self-Determination Theory Approach to Giving

Abstract This study investigated individual charitable giving in Ghana. Given that comprehensive data on individual giving in Africa is limited, this study’s theory-based approach used quantitative and qualitative methods to identify demographic and psychographic factors influencing the donation of money, time, and other resources towards assisting individuals, organisations, and charitable causes. With a sample size of 741 participants, the study identified gender, household size, age, financial constraints, social norms, egoism, religion, and trust as influential factors shaping giving behaviour among Ghanaians. The study’s outcomes have theoretical significance and suggest that individuals previously unwilling or lacking the capacity to give can become generous in the appropriate social and environmental context. The findings hold significance for nurturing a culture of philanthropy and developing culturally relevant and impactful giving campaigns and policies in Africa.