NON-PROFIT ORGANIZATION BRAND AWARENESS: DOES IT IMPACT GENERATION Z PROSOCIAL BEHAVIOR?

This research examines how brand familiarity with non-profit organizations (NPOs) affects various prosocial behaviors among generation Z. Respondents who participated in the study were 513 gen Z individuals from Croatia. They were given two surveys with identical sections, but different scenarios on each. The respondents were asked to imagine being reached by two organizations, one well-known (UNICEF) and the other made up (CAREFREE CHILDHOOD), asking them to engage in action against children's hunger by donating goods, money, or volunteering. The theory was tested using statistical methods such as frequency distribution, t-test, linear regression, and univariate and multivariate analysis. The research discovered that the intention to engage in prosocial activities is positively influenced by one's attitude toward nonprofit organizations as a crucial component in resolving social issues. The public did not, however, react more favorably to the non-profit's appeals and actions as a result of their familiarity and acknowledgment. The study also found no statistically significant differences in respondents' intentions to engage in different prosocial activities based on their awareness of NPOs, but it did find that respondents' intentions to volunteer their time rather than their financial resources were positively influenced by their awareness of NPOs. [ABSTRACT FROM AUTHOR]