Faithful giving: exploring the role of religiosity on charitable giving

This study explores the impact of religiosity on charitable giving, with a focus on the mediating role of self-congruence and the moderating effects of religious framing. It examines how alignment between an individual's religious identity and a charity's religious orientation influences donation behavior. Through the lens of self-congruity theory, the research posits that higher levels of personal religious congruence with a charity's identity enhance the likelihood of charitable giving. Additionally, it investigates how religious framing in donation appeals affects giving across different religious demographics, contributing to a nuanced understanding of the dynamics at play in religiously motivated philanthropy.