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 volunteerinvolving
organisations are briefly discussed and an agenda for future research proposed.
Alternative title: ANZMAC Book of abstracts.
Cover title : ANZMAC 2009, sustainable management and marketing conferenc