Who prefers to donate? The impact of global-local identity on individual donations

Purpose The objective of this study is to investigate the effect of global-local identity on individual donations. Design/methodology/approach Using secondary data analyses and two scenario-based online experiments, this study examines the impact of global-local identity on individual donation. Study 1 employs 44,900 individual observations from the sixth wave of the World Values Survey. Studies 2 and 3 collect data from 200 and 360 respondents respectively via an online survey platform (Credamo.com). Findings The results suggest that individuals with a relatively stronger global than local identity orientation are more willing to donate, with the benefit-cost trade-off serving as a significant mediating pathway. Additionally, the association between global-local identity and the benefit-cost trade-off is stronger under far (vs. near) spatial distance. Originality/value This study examines how global-local identity influences individual donation from the perspective of moral rationality and based on regulatory focus theory, and investigates the moderating role of donor-beneficiary spatial distance based on construal level theory, thereby contributing to the literature on global-local identity, individual donation and spatial distance. It also provides practical implications for charitable organizations engaged in global fundraising campaigns.