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Published Version (Advanced Access)CC BY V4.0, Open Access
Journal article
Navigating emotional depletion: the role of emotional intelligence and donor status in shaping donation intentions
Asia Pacific Journal of Marketing and Logistics, Vol.Advanced access
2026
Abstract
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 CoastKatie Mcintyre - University of the Sunshine CoastAimee 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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