Towards the confirmation of the MOA model : an applied approach
Binney, Wayne, Oppenheim, Peter and Hall, John 2006, Towards the confirmation of the MOA model : an applied approach, in ANZMAC 2006 : Advancing theory, maintaining relevance : Proceedings of the 2006 Australian and New Zealand Academy of Marketing conference, Queensland University of Technology, School of Advertising, Marketing and Public Relations, Brisbane, Qld., pp. 1-7.
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The aim of this paper is to develop a grounded understanding of the role that the MOA constructs play in influencing environmentally responsible behaviour. Data collected is used to qualitatively confirm the MOA Model (Rothschild, 1999) in an environmental management application and provide a basis to inform the development of a comprehensive quantitative causal investigation. This study will seek to determine the specific contributions of each MOA factor in the study context. The case study chosen for this investigation is representative of other social marketing applications for the MOA framework. The case study concerns the behaviour of agrarian land managers with respect to the rabbit pest problem affecting rural Australia. The paper concludes by confirming the appropriateness of the constructs within the MOA Model.
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