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Journal of Promotional Communications

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Published

2019-10-17

Issue

Vol. 7 No. 2 (2019): Special Issue on European Social Survey and Human Values Scale

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Articles

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An Analysis into the volunteering motivations of individuals in Denmark

Lucy Hayball

Weronika Waskiw

Joyce Costello

Abstract

Even though volunteering is amongst the most common pro-social activities, there are many uncertainties and discrepancies in regard to specific motivations that lead to undertaking voluntary work. This is particularly important as there has been a cultural shift in many European countries which could lead to a significant human value changes. Therefore, this empirical study examines the impact of human values on the motivations to volunteer. Moreover, knowing the link between happiness and volunteering, we also draw an assumption that the high level of happiness in Denmark affects the relation between the other two variables. Using data from European Social Survey (ESS), we analysed 1,614 respondents from Denmark. Our findings suggest that out of the three prominent values in Denmark, self- enhancement, conservation and openness to change, only the first one moderately motivated people to undertake voluntary work. Moreover, the study found a significant negative relation between happiness and volunteering, but the emotion did not moderate the relation between the three human values and voluntary work.