Basic Social Justice Orientation (BSJO) is a scale measuring value orientation of consumers regarding socially distributive justice in European areas and consists of 4 components: Equality, Need, Equity, and Entitlement. This study examines the relationship among Big Five personality traits, BSJO, and charitable giving behavior, using 2022 Koreans' Happiness Survey data. While controlling previously well-known antecedents of charitable giving behavior, including religion and various aspects of life satisfaction, this study concluded the following. First, Big Five personality traits influence BSJO. Second, even after controlling Big Five and religion, BSJO influences charitable giving participation. Specifically, BSJO components such as "Need" and "Entitlement" positively influence charitable behavior, while "Equality" and "Equity" have a negative effect. In addition, “Equity” within BSJO is an important social justice value that differentiates regular from non-regular donors. Third, the relationship between Big Five and charitable giving participation is mediated by the BSJO component, specifically “Need.” Both Openness and Conscientiousness demonstrated significant effects on charitable giving through “Need” mediation. Overall, this study provides valuable insights into the impact of Big Five personality traits and BSJO on consumer donations. Advice for nonprofit foundations and suggestions for future research are discussed at the end.
