CROWDFUNDING DONATION INTENTIONS: PERSPECTIVES OF MALAYSIAN MUSLIMS IN SABAH

Abstract

This study examines the factors influencing Sabahan Muslims’ intention to donate to crowdfunding initiatives in Malaysia. Specifically, it investigates the roles of attitude, sense of self-worth, face concern, moral obligation, subjective norm, and perceived behavioural control on donation behaviour. Using a convenience sampling, data were collected from 152 respondents through an online survey. Multiple regression analysis was applied to test the relationships between the variables. The results indicate that attitude, moral obligation, and perceived behavioural control have a statistically significant positive impact on the intention to donate, suggesting that individuals with favourable attitudes, a strong sense of moral responsibility, and a higher perception of control over their actions are more likely to engage in donation crowdfunding. Conversely, sense of self-worth, face concern, and subjective norm did not have significant effects, indicating that social pressure or concerns over reputation play a less critical role in shaping crowdfunding intentions for this population. These results suggest that to boost crowdfunding participation, campaigns should focus on creating positive attitudes and appeal to internal motivations, like showing the meaningful impact donors can make, rather than relying on social pressure. Hence, this study contributes to valuable insights for crowdfunding platforms and non-profit organisations in designing more effective, values-driven donation strategies tailored to the Malaysian Muslim community in Sabah.