A bicultural perspective on professional service providers’ pro bono motivations

Purpose This study aims to investigate the motivations behind service professionals’ pro bono work in two distinct cultural contexts – Australia and Vietnam, grounded in the culture theory and self-construal theory. It examines how bicultural differences (individualism vs collectivism) influence these motivations and their impact on pro bono satisfaction and behavioral intentions. Design/methodology/approach This paper first conducted in-depth interviews with professionals in Australia and Vietnam to refine the study measures. This paper then administered surveys across service sectors among professionals in both countries – Australia, representing an individualistic culture, and Vietnam, a collectivist one – using comparable data collection procedures. Findings The study results indicate that Australian professionals place high value on personal recognition, while Vietnamese professionals are primarily motivated by philanthropic values and a sense of social responsibility. No significant differences were found between the two groups regarding perceived lack of appreciation and organizational expectations. Originality/value There is no cross-cultural evidence explaining why professionals donate their time and skills. Most existing studies focus on a single service industry within a specific cultural context, limiting the generalizability of their findings. This is the first study to examine bicultural differences in pro bono motivations and behavior among service professionals, contributing to the service literature on giving. Understanding these motivations can help multinational nonprofits develop targeted strategies to attract and retain service professionals.