Donation Behavior toward In‐Groups and Out‐Groups: The Role of Gender and Moral Identity

We investigate how two important social identities—gender identity and moral identity—result in differential donations to in‐groups and out‐groups. Results from three studies indicate that moral identity importance tends to increase donations to out‐groups (Iraq, Indonesia) and not to in‐groups (London, New Orleans). However, this occurs only for consumers with a feminine gender identity. For consumers with a masculine gender identity, moral identity importance increases donations to the in‐group but not the out‐group. Inclusion of Other in the Self (IOS) mediates the moderating role of gender identity on the effect of moral identity on in‐group and out‐group donations.