Background: Illegal mining (hereafter referred to as “galamsey”) has adverse effect on human life, the environment, and other living organisms that support human existence. However, the traditional strategies employed by governments and other stakeholders to tackle “galamsey” have proved ineffective in changing “galamseyers” behavior. Focus: This research thus aims to apply the motivation, opportunity, and ability (MOA) model in social marketing to predict and explain behavior change toward galamsey activities in Ghana. Specifically, the paper investigates the influence of Motivation (i.e., attitudes toward stopping “galamsey” activities, beliefs and subjective norms) on intentions toward the behavior, as well as opportunity and ability on the intentions–behavior nexus. Key Hypotheses: The study tested the following key hypotheses: There is a positive and significant relationship between beliefs and intention to stop galamsey activities, there is a positive and significant relationship between attitude and intention to stop galamsey activities, there is a positive and significant relationship between social norms and behavioral intention to stop galamsey activities, and there is a positive and significant relationship between intention to stop galamsey and galamsey behavior change. Methods: Self-administered survey was used to collect data from “galamsey” operators (n = 238) in Kyebi-Ghana, using convenience and snowball sampling techniques. The hypothesized relationships were analyzed using partial least squares structural equation modeling (PLS-SEM). Results: The findings of the study reveal that “galamseyers” behavioral intention toward stopping “galamsey” is mainly determined by the respondents’ beliefs about and positive attitudes toward the behavior. The results further establish a positive significant relationship between intention and actual behavior change. Moreover, the findings suggest a strong interactive relationship between intentions and ability, intentions and opportunity and actual behavior. The study however did not find a significant relationship between social norms and intentions to stop “galamsey” activities. Recommendation for Research or Practice: These findings can be used to develop interventions aimed at fostering positive behavior change toward “galamsey.” Importance to Social Marketing Field: By applying the MOA model to a social marketing context, the study contributes to knowledge by providing a deeper theoretical understanding from an emerging economy context. Limitation: Although the MOA model was able to predict “galamsey” behavior change, the model has been criticized for including opportunities and failing to mention that inhibitors (barriers) to be reduced to foster sustainable behavior change. Hence, future studies should include other variables in the model to cater for this gap.

中文翻译：

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利用社会营销中的动机，机会和能力模型预测加纳的“ Galamsey”行为

背景：非法采矿（以下简称“ galamsey”）对人类生活，环境和其他支持人类生存的生物造成不利影响。然而，事实证明，政府和其他利益相关者采用的传统策略来解决“ galamseyers”行为是无效的。重点：因此，本研究旨在将动机，机会和能力（MOA）模型应用于社会营销中，以预测和解释加纳galamsey活动的行为变化。具体而言，本文研究了动机（即，阻止“ galamsey”活动的态度，信念和主观规范）对行为意图的影响，以及机会和能力对意图-行为联系的影响。关键假设：该研究检验了以下关键假设：停止galamsey活动的信念和意图之间存在积极和显着的关系；停止galamsey活动的态度与意图之间存在积极的和显着的关系；停止galamsey活动的社会规范与行为意图之间存在着积极的关系和重大关系；停止galamsey的意图与galamsey行为改变之间存在积极且显着的关系。方法：使用便利和滚雪球采样技术，通过自我管理的调查从Kyebi-Ghana的“ galamsey”操作员（n = 238）收集数据。使用偏最小二乘结构方程模型（PLS-SEM）分析了假设的关系。结果：该研究结果表明，“ galamseyers”对停止“ galamsey”的行为意图主要取决于受访者对该行为的信念和积极态度。结果进一步在意图和实际行为改变之间建立了积极的显着关系。此外，研究结果表明意图与能力，意图与机会与实际行为之间存在强烈的互动关系。但是，该研究并未发现社会规范与停止“ galamsey”活动的意图之间存在显着的关系。研究或实践建议：这些发现可用于制定干预措施，以促进朝“ galamsey”的积极行为转变。对社会营销领域的重要性：通过将MOA模型应用于社会营销环境，该研究通过从新兴经济环境中提供更深的理论理解，为知识做出了贡献。局限性：尽管MOA模型能够预测“ galamsey”行为的变化，但该模型因包含机会而受到批评，但并未提及减少抑制剂（障碍）以促进可持续行为变化。因此，未来的研究应在模型中包括其他变量以弥补这一差距。