The purpose of this study is to investigate the receptiveness of food bank donation among Generation Z in Malaysia by extending the theory of planned behaviour.
This study uses a quantitative approach and empirically analyses the data gathered via self-administered questionnaires and online surveys conducted among Generation Z in Malaysia. The findings of this study were subjected to multivariate analysis through the application of multiple regression analysis.
The findings indicate that subjective norms, social product innovativeness, attitude and religiosity had a significant positive relationship with Generation Z intention towards food bank donation. On the contrary, perceived behavioural control does not lend itself to be the determinant of the donor’s intention towards food bank donation.
This research used purposive sampling and invited over 200 participants to fill out the questionnaires. The current research’s limitations should be taken into account when evaluating future results when other sampling strategies are chosen and geographic coverage is broadened.
Results of this study will help alms tax institutions in Malaysia to provide the best practices for food bank donations in Malaysia. Next, this study will also guide food donors to plan better offers of donation services among food recipients.
This study integrated a novel variable, namely, social product innovativeness along with religiosity and TPB constructs in explaining the receptiveness of food donation among Generation Z in Malaysia. TPB has been extended in response to donors’ willingness to opt for food donation. The extended TPB model is used to test two variables: social product innovativeness and religiosity. To the best of the authors’ knowledge, there has not yet been any testing of the social product innovativeness and religiosity factors in relation to Generation Z adoption of food bank donation. As a result, future researchers, academics, social institutions and policymakers will find this paper to be a helpful resource.
