Social capital as a distinctive attribute of millennial donors: the case of Mexico

Juan Bernardo Bernardo Amezcua Núñez, Alicia De la Peña, Juana María Saucedo Soto


This study objective was to profile Mexican millennial money donors for a better understanding of the behavior of social cause charitable donation at different stages of people’s life. Logistic and general regressions analyzes identified social capital as a distinctive attribute of millennials from other generations. Sociodemographic variables such as gender and employment were not determinant for charitable donation behavior. The preferred means for donations was digital media.


millennial; charitable donations; social capital


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