۲- LITERATURE REVIEW

۳- CONCEPTUAL FRAMEWORK AND HYPOTHESES DEVELOPMENT

۴- METHODOLOGY

۵- DATA ANALYSIS AND FINDINGS

۶- DISCUSSION

REFERENCES

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.

INTRODUCTION

Organ donation (OD) has become a very important issue as the level of organ failure has seen a steep increase over the years. Medical advancements have escalated the propensity of number of people undergoing the organ transplant process. A combination of these factors have continuously lead to an increased demand for organs (Becker & Elias, 2007). It becomes the responsibility of social marketers to communicate the scenario and make common people understand the value of organs and importance of OD. OD can occur in whole (such as kidney, heart, and pancreas) or in parts (such as heart valves, partial lobes of lung or liver, skin, and bone; Steinberg, 2012), and it can be from both living and deceased donors. Tissue may be recovered from donors who are cardiac dead up to 24 hr past the cessation of heartbeat. Unlike organs, most tissues (with the exception of cornea) can be preserved and stored for up to 5 years (Hood, Vogelsang, Black, Farmer, & Santos, 1987). This study focuses on cadaveric OD. Nonavailability of suitable donor (Theodore & Lewiston, 1990) leads to an increased demand of organs. The supply of organs is stagnant even though death rates are high (Merion et al., 2005) leading to widening of the demand–supply gap. India’s OD rate in 2016 is 0.8 person per million population (pmp; Times of India, 2017). Three percent out of 85,000 terminally ill liver patients (for whom transplant is the only way of survival) gets liver for transplant. Among 0.2 million patients who register for kidney annually, only 8,000 get it, and others die in due course because of nonavailability of donor kidneys, and people awaiting cornea for transplant is 1 million (medindia, 2015). Around 0.25 million people die due to organ failure annually in India (Times of India, 2017).