Time or money? The effect of karma beliefs on consumer donation form preference

Charitable giving is commonly studied in terms of whether and how much individuals donate. However, this focus implicitly assumes that different resources are morally interchangeable, overlooking a more fundamental question: in what form people choose to give. Drawing on social exchange theory and cultural psychology, this research examines how belief in karma shapes individuals’ preferences for donating time versus money. We argue that, within karmic belief systems, moral actions are evaluated based on their qualitative moral enactment rather than quantitative magnitude. Because donating time more directly embodies personal sacrifice, experiential involvement, and sustained moral effort, it is perceived as more spiritually efficacious and morally weighty than donating money. Across a series of experiments, we find that stronger karmic beliefs increase individuals’ preference for time donations over monetary donations. This effect is mediated by karmic reciprocity motivation, reflecting a generalized moral exchange with a cosmic order, and is contingent on transcendent gratitude. Specifically, karmic reciprocity motivation translates karmic beliefs into time-donation preferences only when individuals experience high levels of transcendent gratitude. By demonstrating how cultural belief systems render resources morally non-equivalent, this research extends social exchange theory beyond interpersonal reciprocity and offers actionable insights for designing culturally resonant charitable appeals.