Organ donation in India—A social marketing perspective

Organ donation is a social issue, and marketers face challenges promoting it. If factors aiding and inhibiting it are identified, it becomes easier to enhance intention of donating organs. The objective of this research is to establish the role of perceived awareness, family support, perceived indiv...

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Bibliographic Details
Published inInternational journal of nonprofit and voluntary sector marketing Vol. 24; no. 2
Main Authors Mohan, Geetha, Aswathy, Asokan A.
Format Journal Article
LanguageEnglish
Published London Wiley Subscription Services, Inc 01.05.2019
Subjects
Blood & organ donations
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Summary:Organ donation is a social issue, and marketers face challenges promoting it. If factors aiding and inhibiting it are identified, it becomes easier to enhance intention of donating organs. The objective of this research is to establish the role of perceived awareness, family support, perceived individual value, and religiosity on organ donation intention (ODI). A sample of 247 respondents answered a structured questionnaire. Proposed model is mediated by organ donation attitude (ODA) and moderated by perceived risk. Findings from the study show that all the predictors are positively related with ODI mediated through ODA and perceived risk moderates the influence of ODA on ODI.
ISSN:1465-4520
1479-103X
2691-1361
DOI:10.1002/nvsm.1637