The behavioural consequences of self‐congruency in volunteers

The authors of this paper studied some aspects of volunteers from a marketing angle in order to analyse the differences in the self‐concept of volunteers collaborating with either charitable, or ecological organisations; to examine the differences between the images of charitable and ecological organisations; and to show the role of self‐congruency as an influence on of the type of organisation with which to collaborate. Some conclusions derived from this study can be used to attract volunteers through corporative social marketing actions.