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.
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