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.
Australian and New Zealand Marketing Academy Conference
University of Otago, School of Business, Dept. of Marketing
Place of publication
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.
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