Towards the confirmation of the MOA model : an applied approach

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.

A further development in social marketing application of the MOA framework and behavioral implications

This social marketing study discusses the application of Rothschild’s MOA framework (Motivation, Opportunity, and Ability) in a land-use management context. The authors hypothesize that landholders with higher levels of MOA are positively associated with behavior that would result in the effective control of a vertebrate pest (the European rabbit). A random sample of 566 land managers in southeastern Australia was obtained. The development of scales associated with this study were the result of intensive qualitative research, including focus groups, in-depth interviews, and a thorough review of secondary resources. The scales were developed through a factor analytic process and were piloted and pre-tested before being used.

From the study it is ascertained that about one-third of land managers fall into the highest level of effective behavior, and for the remainder, social marketing interventions, using marketing, education, and the law, could be applied to changebehavior. The study provides evidence that Rothschild’s theoretical MOA framework can be applied to a social market and thus provides guidance on the types of interventions that may be effective in altering behavior. The MOA framework also provides a mechanism for segmentation that can be used to describe various markets and gives direction to the interventions that may be effective in altering behavior.

Is a social marketing framework the key to promoting volunteer participation?

This paper explores the suitability of a conceptual social marketing model, the MOA (motivation, opportunity and ability) framework (Rothschild, 1999), to volunteering to determine whether it has the potential to promote volunteering with its associated socially desirable benefits. In doing so, the individual components of the model are discussed from a social marketing perspective and communalities in the volunteering research highlighted. This discussion culminates in the presentation of an adapted MOA framework, the practical implications of which for volunteer involving organisations are briefly discussed and an agenda for future research proposed.