Annual Report 2018
Administration
DETERMINING FACTORS OF SMALL CHANGE
DONATION BY RETAIL CONSUMERS AND ITS
IMPACTS ON SOCIAL DEVELOPMENT
By allowing customers to donate the small change from their
purchases to socio-environmental causes, retail stores can be a major
ally in disseminating the culture of donation in Brazil. To understand
more deeply what prompts consumers to donate their small change
from retail purchases, a survey was conducted among customers
of 42 stores of the Minuto Pão de Açúcar chain.
OBJECTIVE
•
To evaluate a pioneering proposal in Brazil for integration between retail stores and
the third sector to raise funds for social development by voluntary contributions
from consumers.
The focus is on the customers of retail stores who choose to donate their small change,
by rounding up the amount paid.
RESEARCH METHOD
•
The methodological-conceptual structure of the Transformative Consumer Research
(TCR) movement was adopted, which encourages the conduction of studies that ben-
efit the quality of life affected by consumption.
The study was carried out in three phases.
1.
2.
3.
Quantitative - An online survey was conducted among 1,449 customers of 42 stores
of the Minuto Pão de Açúcar chain. Quantitative data were collected about demo-
graphic factors and attitudinal factors that can affect the process of donation.
Quantitative - A field experiment was conducted lasting one month at the 42
stores, using data on purchases and donations by customers. Quantitative data
were collected on the situational factors that can affect the donation process.
Qualitative Three focus groups composed of Minuto Pão de Açúcar customers
who had experienced the small change donation project were formed. The first
group consisted of regular (engaged) donors, the second of occasional donors
and the third of rare and non-donors. Qualitative data were collected from the
focus groups that helped to understand how the situational, demographic and
attitudinal factors affect the donation process
The quantitative analyses were carried out via binary logistic regression, hierarchical
cluster analysis and analysis of variance.
RESULTS
•
The study showed that situational factors and attitudinal factors have the greatest
influence on the behavior of retail store consumers to donate their small change to
support socio-environmental actions.
The most relevant situational factors for micro-donation were: highest total amount
of the purchase; lowest change amount; and high engagement of the store/cashier.
The most relevant attitudinal factors for micro-donation were: previous disposi-
tion of the consumer to help others; positive prior perception of the consumer
about the work of NGOs; and previous intention of the consumer to donate when
opportunities appeared.
Three donor profiles were noted among the respondents: (1) engaged (less suscep-
tible to the influence of situational factors), (2) occasional (more susceptible to the
influence of situational factors); and (3) rare and non-donors (influenced by situational
factors in more specific circumstances, such as if the amount of the change represents
a tiny portion of the total value of the purchase). They did not differ in demographic
terms, but did in terms of attitude and behavior. Engaged and occasional donors were
clearly more altruistic than rare and non-donors. However, consumers with all the pro-
files expressed concern with improving education.
The main challenge for success of the project is to make the customers understand
how the micro-donation system functions at retail shops and to obtain their adherence
for the first time. For this purpose, it is important to involve the store staff, to provide
customers with information before their arrival at the store and to supply details about
the project in non-invasive form, with stress on transparency.
CONTRIBUTIONS OF THE STUDY
The "donation of small change at retail stores" model is groundbreaking in Brazil. It
offers a rich possibility for interface between private companies and the third sector,
through involvement of consumers as protagonists of the process.
The project covers some theoretical gaps in the literature: the influence of the amount
of the donation in the propensity to donate; the role of gender in donation behavior;
the influence of brand familiarity in the decision process of potential donors; and the
influence on customers' behavior of the engagement of store staff with the social re-
sponsibility program.
APPLICATIONS OF THE RESULTS AND POSSIBLE EXTENSIONS OF THE STUDY
•
The model tested in the study can serve as a reference for organizational initiatives
that share the objective of promoting social development in Brazil, strengthen the
institutional image of the participating companies and generate funds for the projects
of social organizations.
The money received from the micro-donation can promote the work of social organi-
zations and benefit the people helped by them, enabling the financial stability neces-
sary to continue current initiatives and promote new ones.
Decision-makers of retail companies and social organizations can use the results of
the project and the discussions raised by it as support for decisions that promote real
social impacts, such as improving the living conditions of needy Brazilians.
AUTHOR:
Tânia Veludo-de-Oliveira.
RESEARCHERS:
Edgard Barki and Felipe Zambaldi.
ORGANIZATION:
Sao Paulo School of Business Administration (EAESP).
SUPPORT:
Center for Excellence in Retailing (FGVcev), Center for Entrepreneurship and New Busi-
nesses (FGVcenn), and Applied Research Fund (FPA FGV), all of Fundação Getulio Var-
gas, and Sao Paulo State Research Support Foundation (FAPESP).
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Annual Report 2018
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