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Volunteer Service as Symbolic Consumption: Gender and Occupational Differences in Volunteering

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Abstract:

Volunteering is presented as part of the resource attraction function of nonprofit marketing, a type of helping behavior, and a form of symbolic consumption. From a sample of volunteers, findings show that male and non-working volunteers are more likely than female and working volunteers to spend more time on volunteering and to volunteer for more number of organizations. Females and working volunteers are significantly more empathetic than males and non-working volunteers. Male and female volunteers and working and nonworking volunteers are also differentiated in terms of their values. Managerial implications are discussed.

Keywords: GENDER; NONPROFIT MARKETING; SEGMENTATION; SYMBOLIC CONSUMPTION; VOLUNTEER

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/0267257012930358

Publication date: November 1, 2001

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