A study of factors affecting donations through IKS lens : A means to achieving ESG

Abstract

Purpose This study examines the factors influencing donation behaviour through the lens of Indian Knowledge Systems IKS investigating how the ancient Vedic concept of Dana conscious value driven giving rooted in principles of shraddha faith daya compassion and dharma righteous duty can be institutionally channelled through Indias Social Stock Exchange SSE to advance Environmental Social and Governance ESG outcomes and the United Nations Sustainable Development Goals SDGs

Design The paper has adopted a qualitative exploratory design The collection of primary data was done through purposive sampling structured focus group discussion of 20 participants The participants comprised of equal representation of Generation Z born 1997 2012 and Millennial Gen X cohorts The conceptual framework was based upon the Theory of Planned Behaviour TPB and Institutional Trust Theory

Findings Three key findings emerge from this study First a pervasive trust deficit is centred on concerns about organisational credibility governance transparency and longevity of SSE listed entities functions as the dominant barrier to participation Second a pronounced generational divergence exists with Millennials favouring immediate locality driven and verifiable donations while Gen Z demonstrates stronger alignment with long term systemic and sustainability oriented social investment Third all participants affirmed that the SSE can effectively formalise Indias unstructured Dana tradition into a regulated outcome oriented social finance mechanism

Implications The findings offer actionable guidance for SEBI NGOs and corporates seeking to integrate CSR ESG and SDG commitments through a culturally resonant framework

Originality This study makes a pioneering contribution by constructing the first integrated framework explicitly linking IKS philosophy SSE ESG standards and SDGs within a unified behavioural and institutional model.