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The MOA framework and behavioural response

Binney, Wayne, Hall, John and Oppenheim, Peter 2007, The MOA framework and behavioural response, in ANZMAC 2007 : 3Rs, reputation responsibility relevance : Proceedings of the 2007 Australian and New Zealand Marketing Academy conference, University of Otago, School of Business, Dept. of Marketing, Dunedin, N.Z., pp. 1144-1151.

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Title The MOA framework and behavioural response
Author(s) Binney, Wayne
Hall, John
Oppenheim, Peter
Conference name Australian & New Zealand Marketing Academy. Conference (2007 : University of Otago)
Conference location University of Otago, Dunedin, New Zealand
Conference dates 3-5 Dec. 2007
Title of proceedings ANZMAC 2007 : 3Rs, reputation responsibility relevance : Proceedings of the 2007 Australian and New Zealand Marketing Academy conference
Editor(s) Thyne, Maree
Deans, Kenneth
Gnoth, Juergen
Publication date 2007
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1144
End page 1151
Total pages 8
Publisher University of Otago, School of Business, Dept. of Marketing
Place of publication Dunedin, N.Z.
Summary This paper discusses the application of a conceptual social marketing model, the MOA (motivation, opportunity and ability) framework, in the context of an environmental management case study relating to land management. The main objectives involved examination of the relationships between the MOA constructs and the relationships between these constructs and socially desirable behaviour. Structural Equation Modelling was chosen to examine the relationships in data collected from a telephone survey. The results from the analysis of the data revealed that the relationships between the MOA components could be used to explain changes in durable socially desirable behaviour. In particular, intrinsic motivation is more likely than extrinsic motivation to produce a durable socially desirable behaviour change.
Notes Reproduced with the kind permission of the copyright owner.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2007, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30008150

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