The Role of Social Signaling and Ethnic Norms in Charitable Giving: A Field Experiment in Vietnam

In this field experiment involving ethnic and income groups in Vietnam, we explore the role of social signaling—a construct encompassing both status-seeking and public recognition—in charitable giving. We find that individuals from the Hoa (Chinese) ethnicity and those in higher income brackets are more prone to engage in social signaling by donating more. Conversely, the Khmer, influenced by their ethnic norms, are less likely to use donations as a form of social signaling. Our findings align with a multifaceted theoretical model that integrates social signaling and ethnic norms to explain the complexities of charitable giving behavior. This study not only enriches our understanding of why people donate but also underscores the nuanced interplay of social signaling and cultural norms.