Purpose Understanding volunteers’ motivations is crucial for enhancing the effectiveness of volunteering. While prior research has largely focused on other-oriented motivations, studies on self-oriented motivation remain limited and report conflicting findings. By integrating self-actualisation theory with the functional approach, this study proposes a moderated mediation model with double-edged effects to examine when and how self-oriented motivation influences voluntary behaviour in humanitarian non-governmental organisations (NGOs). Design/methodology/approach Regression analysis and partial least squares structural equation modelling (PLS-SEM) were employed to analyse data collected from 426 Iranian NGO volunteers. Findings The results reveal double-edged effects. While self-oriented motives negatively influence voluntary behaviour, non-profit public service motivation (NPSM) partially mediated this relationship, producing a positive indirect effect. In addition, collectivism moderates these relationships by strengthening the link between self-oriented motivation and NPSM, while weakening its association with voluntary behaviour. Originality/value This study provides a novel perspective on self-oriented motivation by applying a moderated mediation framework that captures its complex and dual nature. The findings advance theoretical understanding of volunteer behaviour and offer practical insights for social service management, particularly in volunteer recruitment and retention strategies within NGOs.
Malakouti et al. (Sat,) studied this question.