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2025 Annual Conference

April 15–17, 2025

Omni William Penn, Pittsburgh, PA, USA

IMPORTANT NOTICE: The date, time, and room assignment of YOUR presentation is SUBJECT TO CHANGE.

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Confirm your place in the schedule by following the instructions that were emailed to you. Each presentation must have a separate paid registration. Contact the ACCI office immedicately by email at admin@consumerinterests.org to report any conflict, all corrections to the details of the presentation (including author names and the order they are listed as this is how it will be in the final program), or if you have any questions. Please be sure to reference the session title(s), date(s), and time(s) when you contact us.

E2a How Generosity Affects Consumer Well-Being: The Mediating Role of Trust

Wednesday, April 16, 2025 at 3:45 PM–5:15 PM CDT
Room 2
Short Description

This study aims to explain why charitable giving and volunteering enhance consumer well-being, with a particular focus on the role of trust. We conducted a mediation analysis using Hayes’ Process Macro Model 4 to examine the indirect effects of generosity, including charitable giving and volunteering, on the Satisfaction with Life Scale (SWLS) through trust. The results confirmed that all the hypotheses were supported, demonstrating that charitable giving and volunteer work enhance consumer well-being through the mediation of social trust. That is, the benefits derived from these altruistic actions contribute to social trust, making them valuable for consumer well-being. Engaging in these activities can lead to a richer, more meaningful life. Based on the results, several policy and educational recommendations and suggestions for follow-up studies were made.

Type of presentation

Accepted Oral Presentation

Submitter

Jung-Hyun Kim, Seoul National University

Authors

Jiyeon Son, Chonnam National University
Jung-Hyun Kim, Seoul National University
Jooyung Park, Chungnam National University
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