posted on 2007-01-01, 00:00authored byWayne 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
Pagination
1144 - 1151
Location
University of Otago, Dunedin, New Zealand
Open access
Yes
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