This chapter discusses and delineates the underlying mechanisms of individuals’ attitudes and intentions to sign donor cards. This chapter aims to explore factors that inhibit (i.e. barriers) potential donors from donating and to understand how organ donation can be marketed successfully to increase the registration rate. This study applied a quantitative method and the data were collected from a convenience sample via an online questionnaire. A total of 954 usable surveys were collected. Structural equation modelling (SEM) technique was used to test the hypothesised relationships. To counter the significant relationship between perceived risks of organ donation and attitudes, it is critical that irrational fears or misconceptions about organ procurement and transplantation are alleviated. This chapter guides government policymakers, social marketing practitioners and educationalists to target communication and promote an expansion in organ donation by developing more audience-oriented programs.