Ceylan, Hasan Hüseyin Usak Üniversitesi - iktisadi ve idari Bilimler Fakültesi - isletme Bölümü, Turkey , Aydın, Serdar Uþak Üniversitesi - iktisadi ve idari Bilimler Fakültesi - isletme Bölümü, Turkey

Social Marketing Approach to Organ Donation: A Research on the Attitudes and Intentions of University Students about Organ Donation

28503

This study explores organ donation from social marketing perspective. The study model based on the Theory of Planned Behavior was analyzed in a sample of university students. The variable of risk, not originally included in the Theory of Planned Behavior but a significant factor in organ donation, was also added to the model. The analysis of the study model was performed on Lisrel 8.51 by using structural equation which enables the holistic assessment of the model. The analysis revealed that all paths in the model were meaningful and the goodness of fit values, which illustrate the overall acceptability of the model, were above acceptable levels. The results indicated that as behavioral control on organ donation increases, perceived risk decreases. The results also revealed that perceived risk negatively affects attitude and subjective norm, and attitude and subjective norm positively affect intention of organ donation

169

Social Marketing , Organ Donation , the Theory of Planned Behavior , Structural Equation Modeling

Afyon Kocatepe University Journal Of Social Sciences

190