Building Digital Altruism through the Motivation–Opportunity–Ability (MoA) Framework: A Multistakeholder Participation Case Study of LindungiHutan.com

Intan Putri Cahyani; Widianingsih Yuliani

doi:10.33822/jep.v9i2.13030

Authors

Intan Putri Cahyani 6285641140535 https://orcid.org/0000-0001-9406-2592
Widianingsih Yuliani

DOI:

https://doi.org/10.33822/jep.v9i2.13030

Keywords:

digital altruism, sociopreneurship, MOA Framework, stakeholder participation, environmental communication

Abstract

The rise of digital platforms has transformed altruistic action into measurable, scalable online participation, yet studies of how digital altruism is structurally formed within environmental sociopreneurship remain limited, particularly from a behavioral stakeholder perspective. This study aims to analyze how Motivation, Opportunity, and Ability (MoA) interact to shape sustained multistakeholder digital altruism on LindungiHutan.com. This research adopts a qualitative descriptive case study within a constructivist paradigm, using in-depth interviews with ten key organizational and grassroots informants, website observation, and digital documentation. Data were analyzed through iterative coding and pattern matching guided by the MoA framework and stakeholder theory. The findings reveal that digital altruism on LindungiHutan.com emerges from the alignment of moral–environmental motivations, platform-based participation opportunities, and technological and organizational capabilities. The platform successfully integrates conservation farmers, volunteers, campaign initiators, donors, corporate partners, and institutions into a measurable digital participation ecosystem. Digital participation is not driven by isolated individual generosity, but by the orchestration of MoA within a multistakeholder system supported by trust, strategic communication, and platform design. Theoretically, this study strengthens MoA as a relevant behavioral framework for explaining digital altruism in environmental sociopreneurship. In practice, the findings provide strategic guidance for social platforms and organizations on designing participatory infrastructures that foster sustained prosocial engagement and environmental impact.

Author Biography

Intan Putri Cahyani, 6285641140535

Department of Communication Studies

FISIP UPN Veteran Jakarta

References

Alhaudhi, M. A. D., Amanah, S., & Sarwoprasodjo, S. (2025). The Influence of Communication Patterns and Stakeholder Roles on Social Solidarity among the Suku Anak Dalam, Pematang Kabau Village, Sarolangun, Jambi. Ekspresi dan Persepsi: Jurnal Ilmu Komunikasi, 8(3), 334-350. https://doi.org/10.33822/jep.v8i3.10628

Carè, R., Fatima, R., Cerciello, M., & Taddeo, S. (2025). Exploring the landscape of green crowdfunding: Trends, themes, and insights from a bibliometric review. Finance Research Letters, 107143. https://doi.org/10.1016/j.frl.2025.107143

Cicchiello, A. F. (2019). Building an entrepreneurial ecosystem based on crowdfunding in Europe: the role of public policy. Journal of Entrepreneurship and Public Policy, 8(3), 297-318. https://doi.org/10.1108/JEPP-05-2019-0037

Corsini, F., Appio, F. P., & Frey, M. (2024). Green crowdfunding: An empirical study of success factors. IEEE Transactions on Engineering Management, 71, 7654-7668. https://doi.org/10.1109/TEM.2024.3381437

Creswell, J. W., & Poth, C. N. (2018). Qualitative Inquiry And Research Design: Choosing Among Five Approaches (4th Ed.). Sage.

Darity, E. (2008). Altruism. In International Encyclopedia of the Social Sciences (pp. 87-88). Detroit: International Encyclopedia of the Social Sciences.

Deegan, C., & Unerman, J. (2011). Financial Accounting Theory (2nd Ed.). McGraw-Hill.

De Crescenzo, V., Bonfanti, A., Castellani, P., & Vargas-Sánchez, A. (2022). Effective entrepreneurial narrative design in reward crowdfunding campaigns for social ventures. International Entrepreneurship and Management Journal, 18(2), 773-800. https://doi.org/10.1007/s11365-021-00774-2

Del Toro, A., & Alcaide-Pulido, P. (2019). Digital Altruism: It Is Good to Be Good Also in Social Media. In The Routledge Handbook of Positive Communication (pp. 311-318). Routledge.

Ding, W., Shao, Y., Sun, B., Xie, R., Li, W., & Wang, X. (2018). How can prosocial behavior be motivated? The different roles of moral judgment, moral elevation, and moral identity among the young Chinese. Frontiers in psychology, 9, 814. https://doi.org/10.3389/fpsyg.2018.00814

Emens, S. (2013). Self-Congruity and The MOA Framework: An Integrated Approach to Understanding Volunteer Participation in Social Cause Communities. TUI University.

Freeman, R. E. (1984). Strategic Management: A Stakeholder Approach. Pitman.

Grüning, D. J., Kamin, J., Panizza, F., Katsaros, M., & Lorenz-Spreen, P. (2024). A framework for promoting online prosocial behavior via digital interventions. Communications Psychology, 2(1), 6. https://doi.org/10.1038/s44271-023-00052-7

Guenzi, P., & Nijssen, E. J. (2023). The relationship between digital solution selling and value-based selling: a motivation-opportunity-ability (MOA) perspective. European Journal of Marketing, 57(3), 745-770. https://doi.org/10.1108/EJM-11-2021-0907

Hörisch, J. (2015). Crowdfunding for environmental ventures: an empirical analysis of the influence of environmental orientation on the success of crowdfunding initiatives. Journal of Cleaner Production, 107, 636-645. https://doi.org/10.1016/j.jclepro.2015.05.046

Hui, E., Singh, S., Lin, P. K., & Dillon, D. (2024). Social Media Influence on Emerging Adults’ Prosocial Behavior: A Systematic Review. Basic and Applied Social Psychology, 46(4), 239-265. https://doi.org/10.1080/01973533.2024.2342396

Kelly, D., Liu, Y., Mayhew, A., Chen, Y., Cornwel, S. E., Delellis, N. S., & Rubin, V. L. (2022). Supporting Prosocial Behaviour in Online Communities through Social Media Affordances. Proceedings of the Association for Information Science and Technology, 59(1), 723-725. https://doi.org/10.1002/pra2.703

Klisanin, D. (2011). Is the Internet giving rise to new forms of altruism. Media Psychology Review, 3(1), 1-11. https://mprcenter.org/review/internetdigitalaltruism/

Kriyantono, R. (2020). Public Relations Research Methods: A Practical Guide. Prenada Media.

MacInnis, D. J., & Jaworski, B. J. (1989). Information processing from advertisements: Toward an integrative framework. Journal of Marketing, 53(4), 1–23. https://doi.org/10.1177/002224298905300401

Li, L. (2025). Exploring the digital altruism: how shyness shapes prosocial behaviours in young adults through emotional and cognitive lenses. Behaviour & Information Technology, 1-12. https://doi.org/10.1080/0144929X.2024.2447921

Maehle, N., Otte, P. P., Huijben, B., & de Vries, J. (2021). Crowdfunding for climate change: Exploring the use of climate frames by environmental entrepreneurs. Journal of Cleaner Production, 314, 128040. https://doi.org/10.1016/j.jclepro.2021.128040

Mahon, J. F. (2002). Corporate reputation: Research agenda using strategy and stakeholder literature. Business & Society, 41(4), 415-445. https://doi.org/10.1177/0007650302238776

Mair, J., & Martí, I. (2006). Social entrepreneurship research: A source of explanation, prediction, and delight. Journal of World Business, 41(1), 36-44. https://doi.org/10.1016/j.jwb.2005.09.002

Nuttall, M., Machin, T., Peel, R., Abel, S., & Brown, S. (2025). Online Prosocial Behaviors: A Scoping Review of Definitions, Actions, and Motivators. Cyberpsychology, Behavior, and Social Networking. https://doi.org/10.1089/cyber.2024.0481

Ognyanova, K., Chen, N. T. N., Ball-Rokeach, S. J., An, Z., Son, M., Parks, M., & Gerson, D. (2013). Online participation in a community context: Civic engagement and connections to local communication resources. International Journal of Communication, 7, 24. https://ijoc.org/index.php/ijoc/article/view/2287

Pastor, Y., Pérez-Torres, V., Thomas-Currás, H., Lobato-Rincón, L. L., López-Sáez, M. Á., & García, A. (2024). A study of the influence of altruism, social responsibility, reciprocity, and the subjective norm on online prosocial behavior in adolescence. Computers in Human Behavior, 154, 108156. https://doi.org/10.1016/j.chb.2024.108156

Pratiwi, C. P., Sasongko, A. H., Aguzman, G., Wibawa, R. C., & Pambudy, R. (2022). Characteristics and challenge faced by Socio-technopreneur in Indonesia. Business Review and Case Studies, 3(1), 13-13. https://doi.org/10.17358/brcs.3.1.13

Putri, S. Y., Cahyani, I. P., Hayati, K., Chandra, B., & Syadewa, I. (2025). Strengthening the Brand Positioning of Agroedutourism Situ Bolang in Storytelling-Based Sustainable Tourism Development in the Digital Era. Ekspresi dan Persepsi: Jurnal Ilmu Komunikasi, 8(3), 298-315. https://doi.org/10.33822/jep.v8i3.10747

Roccetti, M., Ferretti, S., Palazzi, C. E., Salomoni, P., & Furini, M. (2008). Riding the web evolution: from egoism to altruism. 2008 5th IEEE Consumer Communications and Networking Conference, 1123–1127. https://doi.org/10.1109/ccnc08.2007.253

Steinemann, N., Wuttke, D., & Matos, L. (2020). Applying the MoA framework to sustainable consumer behavior. Journal of Cleaner Production, 260, 121033. https://doi.org/10.1016/j.jclepro.2020.121033

Susilo, M. E., & Erawati, H. (2016). Pendekatan Stakeholders Engagement dalam Pengembangan Desa Wisata. Jurnal Ilmu Komunikasi, 14(2), 122-135. https://doi.org/10.31315/jik.v14i2.2126

Sutowo, I. R. I., Waluyo, L. S., Venus, A., Qudus, Z. A., & Sabarina, G. (2023). Komunikasi Pemasaran Objek Wisata Situ Bolang, Indramayu. Ekspresi dan Persepsi: Jurnal Ilmu Komunikasi, 6(1), 86-97. https://doi.org/10.33822/jep.v6i1.5361

Tang, H., Ma, Y., & Ren, J. (2022). Influencing factors and mechanism of tourists’ pro-environmental behavior–Empirical analysis of the CAC-MOA integration model. Frontiers In Psychology, 13, 1060404. https://doi.org/10.3389/fpsyg.2022.1060404

Valančienė, L., & Jegelevičiūtė, S. (2014). Crowdfunding for creating value: stakeholder approach. Procedia-Social and Behavioral Sciences, 156, 599-604. https://doi.org/10.1016/j.sbspro.2014.11.248

Walton, Alice G (2020, March 25). How Charities Can Get an Edge. https://www.chicagobooth.edu/review/how-charities-can-get-edge?

Yin, R. K. (2018). Case Study Research And Applications (6th Ed.). Sage.

Zaborek, P., Napiórkowska, A., Grudecka, A., & Witek-Hajduk, M. (2025). Understanding charitable consumer behavior on digital crowdfunding platforms: Exploring the influence of cultural values, motivations, and platform attitudes. Journal of Nonprofit & Public Sector Marketing, 37(5), 756-795. https://doi.org/10.1080/10495142.2024.2416202

Zawieska, J., Obracht-Prondzyńska, H., Duda, E., Uryga, D., & Romanowska, M. (2022). In search of the innovative digital solutions enhancing social pro-environmental engagement. Energies, 15(14), 5191. https://doi.org/10.3390/en15145191