Social Marketing Initiatives: National Kidney Foundation's Organ Donation Programs in Singapore

The authors focus on the organ donation scene in Singapore and explore the range of marketing activities and responsibilities of the primary organ procurement agency in Singapore, the National Kidney Foundation. The authors examine Horton and Horton's (1991) model of willingness to become a pot...

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Bibliographic Details
Published in:Journal of public policy & marketing 2002-04, Vol.21 (1), p.66-77
Main Authors: Lwin, May O., Williams, Jerome D., Lan, Luh Luh
Format: Article
Language:English
Subjects:
Altruism
Attitudes
Blood & organ donations
Buddhism
Christianity
Cultural heritage
Induced substructures
Islam
Marketing
Minority & ethnic groups
Muslims
Organ donation
Population
Religion
Social marketing
Society
Spiritual belief systems
Spiritualism
Spirituality
Studies
Superstitions
Transplantation
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Summary:The authors focus on the organ donation scene in Singapore and explore the range of marketing activities and responsibilities of the primary organ procurement agency in Singapore, the National Kidney Foundation. The authors examine Horton and Horton's (1991) model of willingness to become a potential organ donor and apply it with modifications to a sample of 368 multiracial Singapore residents. The authors find that, in addition to altruistic values and product knowledge, spiritual beliefs surrounding organ donation have an impact on a person's willingness to be a potential organ donor. The authors discuss implications for marketers and policymakers.
ISSN:0743-9156
1547-7207
DOI:10.1509/jppm.21.1.66.17613