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The MOA framework and behavioural response

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conference contribution
posted on 2007-01-01, 00:00 authored by Wayne Binney, J Hall, Peter Oppenheim
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.

History

Event

Australian & New Zealand Marketing Academy. Conference (2007 : University of Otago)

Pagination

1144 - 1151

Publisher

University of Otago, School of Business, Dept. of Marketing

Location

University of Otago, Dunedin, New Zealand

Place of publication

Dunedin, N.Z.

Start date

2007-12-03

End date

2007-12-05

Language

eng

Notes

Reproduced with the kind permission of the copyright owner.

Publication classification

E1 Full written paper - refereed

Copyright notice

2007, ANZMAC

Editor/Contributor(s)

M Thyne, K Deans, J Gnoth

Title of proceedings

ANZMAC 2007 : 3Rs, reputation responsibility relevance : Proceedings of the 2007 Australian and New Zealand Marketing Academy conference

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