DETERMINANTS OF ATTITUDES TOWARDS COVID-19 DONATIONS AND THE MODERATING ROLE OF ETHICS IN FINANCIAL FUNDRAISING: THE CASE STUDY OF SAUDI ARABIA

ABSTRACT

The aim of this study was to examine the responses to the fundraising during the COVID- 19 pandemic, to support the efforts of government in the Kingdom of Saudi Arabia (KSA), to counter the COVID-19 pandemic. A quantitative survey instrument was developed, validated, and administered. A total of 113 usable responses were obtained, by using the snowballing sampling technique. Hierarchical multiple regression (HMR) was employed to run the study model and significant results were obtained. The results revealed that all the components were positive and did have significant association with donors' attitudes towards fundraising appeal for countering the COVID-19 pandemic. It also demonstrated the moderating and significant effect of ethics on the attitude of donors' responses. This study is probably the first study to focus on fundraising attitudes during the COVID-19 pandemic in KSA.