According to an article published in The News, (2018), Pakistan is on the verge of becoming an "arid state" by 2025 as its water shortage has reached an alarming level. Warnings issued by the Pakistan Council of Research in Water Resources (PCRWR) to authorities amplify the impact of water scarcity along the country's geographical borders, making it necessary to address the need for more reservoirs and dams that could save the water going wasted every year during floods. As the scale of this problem has increased turning it into a social issue, generous relief is required in view of donations of dams by the people of Pakistan. A report published by Stanford Social Innovation Review, 2018, states that Pakistan is a society that is one of the most philanthropic nations in the world. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get Original EssayFor example, in terms of the percentage of gross domestic product (GDP) contributed to charities, Pakistan's population provides a much higher rate of more than 1%, pushing it to levels closer to some of the wealthier nations such as the United Kingdom and Canada, which stand at 1.3 and 1.2% respectively. The same report indicates that about 98% of people in the country donate in one form or another – if not in cash, then at least in-kind donations or by volunteering for needy causes, describing behavior that emphasizes a deep-rooted sense of compassion. for the company. But despite this tradition of giving, Pakistan must realize the full impact of philanthropy for more sustained development efforts and must make efforts to institutionalize the individual tendency to give and redirect it towards more structured efforts. Today, rapid changes are taking place due to innovations in various fields which are not only limited to gaining profits and income but are also prone to inhibit sensitivity towards several social issues that the world seems to be aware of. Previously, social issues concerned public bodies and non-profit organizations, but as the intensity of the issues increased, they became an attraction for businesses, organizations and individuals. Precisely at this point, to pay attention to social issues and initiate solutions, concepts such as social marketing are studied. The concept of social marketing emerged as a discipline in the 1970s with Philip Kotler and Gerald Zaltman's studies on marketing. However, the roots of understanding this concept were analyzed in studies formulated by various scholars such as Wiebe, Meendelsohn, Lazrsfeld, Metron, Hyman & Sheatley in the 1940s and 1950s. As a socialist, Wiebe drew this conclusion in one of the articles written in the 1950s that marketing practices could also be successful in fields other than commercial companies marketing their own goods and services. Considering this, in 1971, Kotler and Zaltman defined marketing as a technology that could be applied to produce social change, calling it social marketing. A study conducted by Kestane, 2014, pointed out that Kotler and Zaltman defined social marketing as the convenience of applying marketing practices on social issues. However, it was also noted that this definition of social marketing was a definition based on product type. This definition has led to confusion considering the overlap of several academic terms of a social ideology similar to that of social marketing, making it more difficult to distinguish several distinctions that have important implications for present and future practical applications,academic discussions and field research. Kotler et al. (2002) defines behavior as the acceptance and rejection of a new or present attitude aimed at improving individuals, groups or society as a whole and emphasizes that social marketing is not limited to the public but concerns non-profit and profitorganizations. Social marketing is also defined as a process of creating behavioral change using marketing principles to achieve value for society with literature focusing on public health, the environment and communities. Therefore, social marketing is a promising framework for planning and implementing social change. There have been only a few thoughtful discussions on the power of social marketing considering different aspects of social change focusing on the need for further research on this phenomenon. Therefore, the vast scope of philanthropy existing in Pakistan is one where the importance of social marketing related to water scarcity in view of donations to dams would play a huge role in creating a change in behavior among people who would initiate charitable donations on a large scale to address the solution of a national issue. Social marketing focuses on creating behavior that aims to create value for society, but it is necessary to understand the extent of people's charitable behavior by considering their intentions. Previous research on charitable giving has associated donations with demographic factors such as gender, age, marital status, income, and education where the individual's behavior and intention to donate are linked to levels of education, age, and income. Such research provides valuable information related to charitable giving, but is descriptive at best. Researchers who rely on descriptive aspects of charitable giving fail to better understand the factors that would encourage greater levels of charitable giving. In recent years, however, more and more researchers have begun to consider a broader range of influences on charitable giving, including decision making. charitable processes, the role of trust and commitment and the role of social relationships. However, literature contributing to a social psychological understanding of the factors that shape an individual's decision to donate to charity has been extremely limited. However, this raises the need for research that considers a theoretical framework that considers a range of individual factors, such as attitudes, and social factors, such as norms, that influence charitable giving. Considering this gap in the literature, research can focus on one of the most influential and well-supported theories used to study human behaviors, namely the theory of planned behavior related to charitable donations in the Pakistani context, especially on dam donations. The “Theory of Planned Behavior” (TPB) is one of the most commonly used theories of consumer behavior that understands and predicts human behavior. In its simplest form, the Theory of Planned Behavior states that intentions drive human behavior, in other words people behave according to what they intend to do and these intentions are influenced by constructs, i.e. 'Attitude' , 'Subjective' Norm" and "Perceived Behavioral Control". The TPB has been applied to the study of health behaviors such as healthy eating, alcohol and tobacco use, physical behavior, prediction of pro-social behaviors such as blood donation and volunteer behavior However,Although there are numerous studies focusing on philanthropic behaviors, when considering charitable giving it is necessary to understand human behavior based on other constructs such as past behavior, trust, moral norms, and conceptions of subjective norms that are important when it comes to giving . and improve the explanatory power of the model. Although much research in recent years has demonstrated the power of the TPB in describing human behavior, the role of subjective norms remains under scrutiny. However, researchers argued that norms are important but the problem arises in a way in which they are conceptualized. Considering this, Cialdini and his colleagues argued that, instead of seeing norms as a unitary construct, they must define them by reflecting them on the basis of conceptions of what people should do and what they actually do, dividing the subjective normative component into descriptive norm and injunctive norm. This distinction between subjective norm constructs indicates a separate source of motivation and proves to be an effective component in the context of TPB as well as in understanding and promoting pro-social behaviors. In addition to the distinction between injunctive norms and descriptive norms, some researchers have argued for the inclusion of a third type of norm: an injunctive or personal moral norm, which is basically a moral rule internalized by an individual and because it focuses on personal feelings of responsibility and are distinct from social norms, it is necessary to understand their independent effects on intentions. Researchers argue that moral norms act as a useful predictor of pro-social behaviors where they have been included in studies on pro-social behaviors such as blood donations, organ donations, and volunteering behavior. Burgoyne et al. (2005) in their study concluded that a sense of personal obligation was an important reason for giving to charity, making it favorable for further research. To date, very few studies have considered the simultaneous effects of all injunctive norms, descriptive norms, and moral norms, with most studies focusing on moral norms or injunctive norms (Minton & Rose, 1997), with very few examining the effects of descriptive norms. Therefore, it is important to test the effects of all three norms simultaneously in order to develop more effective behavior change strategies. Over the years, the role of past behavior as a component of the TPB has attracted attention. It is inferred that with repeated performance, many behaviors are determined by individuals' past behaviors. Several studies have supported the argument that past behavior is a predictor of unique variance in intentions and behavior as well as being the best predictor of future behavior. Philanthropy as a social component is based on the trust of donors. Donors are generally ambiguous about what happens with their donations and where exactly the money is spent, without any legal rights to their donations. This lack of transparency could scandalize the entire philanthropic sector by hindering the positive relationship that exists between trust and increased donations, suggesting that trust plays an important role when it comes to charitable behavior. Considering one of the above studies focused on the effectiveness of a revised TBP model in predicting donation intentions and behaviors in the Australian context, this research builds on a social marketing concept considering dam donation intent in Pakistan. Furthermore, Pakistanis' intention of donation is explored through the revised theory of planned behavior. This study also takes in.