Segmentación de públicos para ONG basada en la Teoría del Comportamiento Planificado

Blanca Esteban Regules; Samuel Calle Mendoza; Isidoro Arroyo Almaraz

doi:10.26441/RC25.2-2026-4536

Authors

Blanca Esteban Regules Tuinkel , Universidad Rey Juan Carlos (España) https://orcid.org/0000-0003-2614-2843
Samuel Calle-Mendoza Universidad Rey Juan Carlos (España) https://orcid.org/0000-0003-0384-5845
Isidoro Arroyo-Almaraz Universidad Rey Juan Carlos (España) https://orcid.org/0000-0003-4000-5167

DOI:

https://doi.org/10.26441/RC25.2-2026-4536

Keywords:

Behavioural models, NGOs, Theory of Planned Behaviour, TPB, segmentation, Third sector, Communication Strategies

Abstract

Purpose. The purpose of this research is to analyze the applicability of the Theory of Planned Behavior as a framework for segmenting the population residing in Spain according to their intention to engage with NGOs—organizations that need to understand the factors influencing citizens’ willingness to support their causes—given that segmentation based exclusively on sociodemographic variables is limited in its ability to explain the motivations, perceptions, and barriers involved in such engagement. Methodology. Regarding methodology, the study adopts a mixed exploratory-descriptive design that operationalizes the components of the theory (attitude toward behavior, subjective norms, and perceived control) through six variables: social sensitivity, perceived utility, social context, self-efficacy, financial availability, and time availability. The quantitative analysis, based on a sample of 995 cases, employs hierarchical and non-hierarchical cluster analysis techniques to identify distinct profiles. Results and conclusions. Among the results and conclusions, four population segments are identified with different levels of predisposition toward involvement with NGOs: a highly predisposed group, two intermediate profiles distinguished mainly by their perception of available resources, and a group that is distant from collaboration. It is concluded that attitudinal, normative, and perceived control components provide a relevant basis for segmenting the Spanish population according to their willingness to engage with these organizations. Original contribution. The study adds to the literature on communication, prosocial behavior, and segmentation based on attitudinal, normative, and perceived control factors, and offers applicable criteria for designing communication and relationship strategies better tailored to each profile.

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Author Biographies

Blanca Esteban Regules, Tuinkel, Universidad Rey Juan Carlos (España)

Doctora en Comunicación y miembro colaboradora del Grupo de Investigación de Alto Rendimiento en la Comunicación de las Causas Sociales de la Universidad Rey Juan Carlos. Sus principales líneas de investigación se centran en la comunicación del Tercer Sector, el diseño de experiencias, el estudio del comportamiento, las motivaciones y las barreras de las personas a través de metodologías cualitativas y cuantitativas. https://orcid.org/0000-0003-2614-2843, b.estebanr@gmail.com
Samuel Calle-Mendoza, Universidad Rey Juan Carlos (España)

Associate professor in the Department of Journalism and Corporate Communication at Rey Juan Carlos University in Madrid since 2019. PhD (2017) in Journalism from the same university. Linked to the third sector for more than fifteen years, working with minors at risk of exclusion and NGO communication. Research career linked to social issues and new technologies, with an emphasis on communication in foundations and areas of application. He is a member of the URJC's high-performance research group SIC (Solidarydar, Investigaciones en Comunicación). In addition to his specialization in the field of communication, he also specializes in teaching innovation. He teaches several master's degrees in advanced teaching skills, technology applied to teaching, and special educational needs.
Isidoro Arroyo-Almaraz, Universidad Rey Juan Carlos (España)

Full Professor of Audiovisual Communication and Advertising at Rey Juan Carlos University and director of SIC, a high-performance research group in Social Cause Communication (Solidarydar). He has been a visiting professor at Bournemouth University (United Kingdom), Siglo 21 Business University (Córdoba, Argentina), Austral University (Buenos Aires, Argentina), and the National University of Tucumán (Argentina). Collaborator at ITS Sligo (Ireland). He is a guest researcher at the National University of Córdoba (Argentina). In management, he has been Vice Dean of Extension and International Relations at the Faculty of Communication Sciences at Rey Juan Carlos University (2014-2018) and coordinator of the Advertising and Public Relations degree at the Faculty of Communication Sciences at Rey Juan Carlos University (2009). He is the author of 49 articles in scientific journals, 15 contributions to collective works, 10 books, 8 supervised theses, and coordinator of 2 collective books.

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