The generosity ecosystem framework (GEF): a comprehensive approach to giving

Abstract Generosity plays a crucial role in addressing economic and social inequalities worldwide. Generosity research has garnered attention from various disciplines; however, to date, it has largely taken a piecemeal approach, focusing on either the generous individual or the recipient. Aiming to fill this gap, we conducted an extensive literature review on generosity and developed the proposed Generosity Ecosystem Framework (GEF). GEF analyzes the interactions and influences of various actors and their outcomes at different ecosystem levels (micro, meso, and macro). The interchange between the micro, meso, and macro levels creates a dynamic ecosystem where generosity is cultivated. Individual actions inspire community engagement, and vice versa, whereas organizational collaborations amplify these efforts within a supportive societal framework. Understanding these interrelations is vital for developing effective strategies to promote generosity at all ecosystem levels. GEF contributes to the nonprofit marketing, service, and business literature by reducing conceptual ambiguity, providing a theoretical foundation for future research, and enabling actionable decisions.