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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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Title Towards the confirmation of the MOA model : an applied approach
Author(s) Binney, Wayne
Oppenheim, Peter
Hall, John
Conference name Australian & New Zealand Marketing Academy. Conference (2006 : Brisbane, Queensland)
Conference location Queensland University of Technology, Gardens Point Campus, Brisbane
Conference dates 4-6 Dec. 2006
Title of proceedings ANZMAC 2006 : Advancing theory, maintaining relevance : Proceedings of the 2006 Australian and New Zealand Academy of Marketing conference
Editor(s) Ali, Yunus
van Dessel, Maria
Publication date 2006
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 7
Total pages 7
Publisher Queensland University of Technology, School of Advertising, Marketing and Public Relations
Place of publication Brisbane, Qld.
Keyword(s) MOA model
social marketing
environmental management
Summary 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.
ISBN 9781741071597
1741071593
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2006, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30009744

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.