How psychological and cultural factors drive donation behavior in cultural heritage preservation: construction of the cultural generativity behavior mode

As globalization and cultural diversity continue to evolve, donation behavior in cultural heritage preservation has gained increasing importance. However, existing studies primarily focus on economic incentives, often overlooking the roles of intrinsic psychological motivations and cultural adaptability. This study integrates the Theory of Planned Behavior to explore how generativity, cultural intelligence, and intergenerational differences are related to donation behavior. Using stratified random sampling, 1463 valid samples were collected, and PLS-SEM analysis was employed to examine both the direct and indirect associations between generativity, cultural intelligence, and donation behavior. The results show that cultural intelligence acts as a mediating variable, illustrating the relationship between generativity and donation intentions and behavior, and as a moderating variable, enhancing the impact of subjective norms on donation behavior. Additionally, generativity is positively related to donation behavior and enhances donation intentions by increasing cultural intelligence. The older generation is more likely to donate, as cultural intelligence and generativity are positively associated with donation intentions and behavior, while younger generations place more emphasis on cultural intelligence when making donation decisions. This study introduces the “Cultural Generativity Behavior Model,” incorporating cultural intelligence and generativity into the framework of cultural heritage donation behavior and extending TPB. It highlights the mediating role of cultural intelligence between generativity and donation behavior and demonstrates the moderating effect of intergenerational differences on the relationship between cultural intelligence and donation behavior, further expanding the applicability of TPB across different age groups.