Repository logo
  • English
  • Català
  • Čeština
  • Deutsch
  • Español
  • Français
  • Gàidhlig
  • Italiano
  • Latviešu
  • Magyar
  • Nederlands
  • Polski
  • Português
  • Português do Brasil
  • Suomi
  • Svenska
  • Türkçe
  • Қазақ
  • বাংলা
  • हिंदी
  • Ελληνικά
  • Yкраї́нська
  • Log In
    or
    New user? Click here to register.Have you forgotten your password?
Repository logo
  • Communities & Collections
  • Research Outputs
  • Fundings & Projects
  • People
  • Statistics
  • English
  • Català
  • Čeština
  • Deutsch
  • Español
  • Français
  • Gàidhlig
  • Italiano
  • Latviešu
  • Magyar
  • Nederlands
  • Polski
  • Português
  • Português do Brasil
  • Suomi
  • Svenska
  • Türkçe
  • Қазақ
  • বাংলা
  • हिंदी
  • Ελληνικά
  • Yкраї́нська
  • Log In
    or
    New user? Click here to register.Have you forgotten your password?
  1. Home
  2. Indian Institute of Technology Madras
  3. Publication4
  4. Organ donation in India—A social marketing perspective
 
  • Details
Options

Organ donation in India—A social marketing perspective

Date Issued
01-05-2019
Author(s)
Mohan, Geetha
Aswathy, Asokan A.
DOI
10.1002/nvsm.1637
Abstract
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.
Volume
24
Indian Institute of Technology Madras Knowledge Repository developed and maintained by the Library

Built with DSpace-CRIS software - Extension maintained and optimized by 4Science

  • Cookie settings
  • Privacy policy
  • End User Agreement
  • Send Feedback