The Good, the Bad, and the Red: Does “Giving” Through Buying Replace Direct Giving?

Aner Tal, Duke University
Paul Bloom, Duke University
The paper explores whether giving through the purchase of products that allocate a part of their proceeds to charity replaces direct charitable giving, and possibly leads to lowered overall charitable donations. The studies demonstrate reductions in charitable behavior following shopping where a percentage of sales is given to charity. The demonstrated reduction might be sizeable enough that less money is donated in settings where consumers can give through buying rather than giving directly. We follow the studies with a discussion of potential mechanisms underlying this effect and outline follow-up studies.
[ to cite ]:
Aner Tal and Paul Bloom (2008) ,"The Good, the Bad, and the Red: Does “Giving” Through Buying Replace Direct Giving?", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 1038-1039.