Artículo

Social capital as a distinctive attribute of millennial donors: the case of Mexico

Juan Bernardo Bernardo Amezcua Núñez, Alicia De la Peña, Juana María Saucedo Soto

Abstract


This study objective was to profile Mexican millennial money donors for a better understanding of the behavior of social cause charitable donation at different stages of people’s life. Logistic and general regressions analyzes identified social capital as a distinctive attribute of millennials from other generations. Sociodemographic variables such as gender and employment were not determinant for charitable donation behavior. The preferred means for donations was digital media.


Keywords


millennial; charitable donations; social capital

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