This study presents an empirical investigation of the effects of size and ownership structure of the firm on the motivations for use of business community involvement practices. The “motivation‐mix” conceptual framework composed by commitment, calculation, conformance and caring motivational mechanisms is used for the conduction of eight comparative case studies. Results indicate that (1) size and ownership structure, per se, do not affect the motivations, and (2) high levels of calculation and low levels of caring are observed in one particular (...) combination of size‐ownership structure: large, publicly held firms. (shrink)