Abstract: Charity donation and voluntary service are important ways for people to take part in charity and public welfare and fulfill their civic responsibilities. Although charity donations and volunteer activities play an important role in philanthropy, the factors that affects people's money donation and volunteering is yet not clear. Based on the perspective of individual cultural values, this paper explores the influence of power distance belief on money donation and volunteering intention, as well as its internal mechanism. Results show that although individual's power distance belief has a significant negative influence on money donations and voluntary service intention, their influence mechanism is different. The moral identity internalization plays a complete mediating role between power distance belief and money donation intention; and the moral identity symbolization plays a complete mediating role between power distance belief and voluntary service intention. Finally, the theoretical contributions and management implications of the findings are discussed, and the limitations and future directions of the research are proposed.

Key words: power distance belief, charity donation, volunteering, moral identity internalization, moral identity symbolization