Purpose - This paper aims to explore the demographic and psychographic
characteristics of Bruneians in relation to charitable donation
behaviour. Design/methodology/approach - Data were collected via an
intercept approach at five major intersections of the central business
district in the city of Brunei. Data were analysed using SPSS, with
factor analysis being conducted before applying a series of t-tests and
ANOVAs. Findings - Overall there is no relationship between age, income
and gender, and donating behaviour. Results show that perceived
generosity does not play an important role in Brunei compared to
previous studies. The cause of this phenomenon could be due to the
influence of the Bruneian culture. That is, the government takes a large
responsibility for charitable events in Brunei and for this reason
charitable donations from citizens are limited. Analysis also showed the
importance of religion in predicting donation behaviour. Research
limitations/implications - Further research in this paper should attempt
to make more cross-cultural comparisons of donor characteristics. This
would provide a more holistic perspective on donor behaviour and thus
assist managerial decisions in the marketing of charities. The effects
of religiosity on donation behaviour should be further analysed to
ascertain the variances of donation behaviour across cultures with high
dominance of religion. Originality/value - The principal contribution of
this paper is that it provides insights into the nuances and
characteristics of Bruneians in relation to attitudes and behaviour
towards charitable donations.