Donations in Japan: Hometown Tax Donation and Reciprocal Gifts

Japan’s historically lower rates of charitable giving have been increasing, partly due to the hometown tax donation system. Interviews found cultural differences in reputational effects related to donation visibility. Extrinsic factors did not crowd out intrinsic motivations. Rather, self-benefit encouraged participation, which then seemingly led toward development of other-benefit motives.


Yuichiro Hidaka, Sumire Stanislawski, Kosuke Mizukoshi, and Shuji Ohira (2021) ,"Donations in Japan: Hometown Tax Donation and Reciprocal Gifts", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 174-175.


Yuichiro Hidaka, Okayama University
Sumire Stanislawski, Tokyo International University
Kosuke Mizukoshi, Tokyo Metropolitan University
Shuji Ohira, Chiba University of Commerce, Japan


NA - Advances in Consumer Research Volume 49 | 2021

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