The Role of Income, Happiness, and Norms in Fostering Pro-Social Behavior: A PLS-SEM Analysis of Charitable Giving and Its Contribution to Sustainable Development in Uzbekistan

Charitable giving plays a vital role in advancing sustainable development, yet little is known about its determinants in transitional economies. This study addresses this gap by examining the socioeconomic and psychological drivers of prosocial financial behavior in Uzbekistan, integrating the Theory of Planned Behavior (TPB), Norm Activation Theory (NAT), and Well-Being Theory. Data from a sample of 348 individuals reveal two distinct pathways of giving: one shaped by resources (income, age) and another by subjective well-being (happiness). While income, age, and happiness emerged as significant positive predictors of charitable behavior, traditional TPB factors such as attitude, subjective norms, and perceived behavioral control were not supported in this context. A surprising finding was the negative association between personal norms and charitable giving, challenging assumptions of Western-centric models and pointing to the importance of cultural and institutional conditions, such as trust in charities and informal giving practices. The study contributes to sustainability research by showing that fostering well-being and targeting specific demographic groups can enhance philanthropy, while also emphasizing the need for culturally sensitive approaches in understanding prosocial behavior within emerging economies.