THE IMPACT OF MORAL EMOTIONS AND MORAL IDENTITY ON CONSUMER CHOICE

Charity support behavior increasingly attracts more and more debates of researchers in the scientific literature. The main purpose of this research paper was to find out the impact of moral identity and moral emotions on consumer choice between donation to charity and volunteering. According to the reviews of previous studies, empathy is the only one emotion that impacts on individuals decision to donate money for charitable organizations, results of this research contradicts the previous researches and argues, that empathy has positive impact on individuals to engage in volunteering activities rather than to donate money. While the guilt, individuals¿ internal behavior, reduces the stress and motivates individuals to donate money especially when it is mediated by proneness to guilt. Moral identity, has greater impact on individuals¿ intentions to volunteer rather than donation of money. To sum up, moral emotions and moral identity has impact on individuals¿ decision to donate money as well as to volunteer.