FACTORS INFLUENCING INTENTION OF INDIVIDUALS TO CONTRIBUTE IN SOCIAL ENTERPRISE

Abstract

Social enterprise plays a significant role in the society as it continuously delivers social value to the society. Although considerable attention has been dedicated to the importance of sustainability in social enterprise domain, the literature revealed the lack of empirical evidence pertaining key factors of social enterprise sustainability, thus provides a strong ground for this study. According to Islamic beliefs every Muslim have to create benefit to others therefore every activities that they made has to be carrying great weight to their self and society. Hence, one of the way to helps other is through charity or donation. Charitable giving is one of the major obligations Islam and strong Muslim endorses giving to the needy, but discourage public displays of giving. Therefore, this study investigate the determinants of individual’s contribution towards social enterprise. The Theory of Planned Behavior by Ajzen (1991) and other two variable which are empathy and moral obligation is adopted in this study to capture how each of these factors above will influence the behavioral intention of individuals. In this study, 384 questionnaires are distributed to individuals in Kelantan. Regression analysis is conducted in order to identify relationship between independent and dependent variables. The findings of this study shows the attitude, subjective norm and perceived behavioral control have significant with the intention to contribute in social enterprise. However, empathy and moral obligation have non-significant relationship with intention to contribute in social enterprise. This research will help practitioners to understand how intention to contribute in social enterprise can be further improved.