Navigating emotional depletion: the role of emotional intelligence and donor status in shaping donation intentions

Rory Mulcahy; Katie Mcintyre; Aimee Riedel

doi:10.1108/APJML-08-2025-1624

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Navigating emotional depletion: the role of emotional intelligence and donor status in shaping donation intentions

Journal article

Open access

Peer reviewed

Navigating emotional depletion: the role of emotional intelligence and donor status in shaping donation intentions

Rory Mulcahy, Katie Mcintyre and Aimee Riedel

Asia Pacific Journal of Marketing and Logistics, Vol.Advanced access

2026

DOI: https://doi.org/10.1108/APJML-08-2025-1624

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Abstract

duration

emotional intelligence

conservation of resources theory

emotional exhaustion

compassion fatigue

Purpose This study extends marketing knowledge on donation behaviours through Conservation of Resources Theory. It examines how emotional resource management and depletion influence individuals’ likelihood of financially donating and how this varies between donors and non-donors. Design/methodology/approach A conceptual model explores the relationship between emotional intelligence and donation intentions, with donor status as a moderator and emotional resource depletion, conceptualised as emotional exhaustion and compassion fatigue, as mediators. Survey data from Australian donors (n = 749) and non-donors (n = 301) are analysed using PLS-SEM. Findings Results show that emotional intelligence increases donation intentions, particularly among donors. For non-donors, emotional intelligence reduces emotional exhaustion and compassion fatigue, leading to higher donation intentions. However, among donors, emotional exhaustion and compassion fatigue do not mediate the relationship between emotional intelligence and donation. Originality/value These findings contribute to the literature by highlighting emotional resource management and depletion and how this differs across donors and non-donors. Theoretical and practical implications are discussed, particularly regarding differences in emotional management between donors and non-donors.

Details

Title: Navigating emotional depletion: the role of emotional intelligence and donor status in shaping donation intentions
Authors: Rory Mulcahy (Corresponding Author) - University of the Sunshine Coast
Katie Mcintyre - University of the Sunshine Coast
Aimee Riedel - Griffith University
Publication details: Asia Pacific Journal of Marketing and Logistics, Vol.Advanced access
Publisher: Emerald Publishing Limited
Date published: 2026
DOI: 10.1108/APJML-08-2025-1624
ISSN: 1758-4248
Copyright note: © Rory Mulcahy, Katie McIntyre and Aimee Riedel. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at Link to the terms of the CC BY 4.0 licence.
Grant note: The authors wish to acknowledge the funding and assistance in data collection provided for this project by Wishlist, a hospital charity, supporting Nambour, Caloundra, Maleny, Gympie and Sunshine Coast University hospitals in Australia.
Organisation Unit: School of Business and Creative Industries
Language: English
Record Identifier: 991220445602621
Output Type: Journal article

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Collaboration types: Domestic collaboration
Web Of Science research areas: Business