I am a blood donor. But why? Analysing psychological and personal factors influencing blood donation habits of university students

Abstract

THE AIMS OF THE PAPER

Knowing the attitudes and motivations of blood donors is essential in order to target them effectively with messages. Although socio-demographic data can provide an appropriate basis for segmentation of blood donors, it is not enough to explain their behaviour. Therefore, in our study, in order to be able to understand their motivations, we focus on psychological and personal factors too that influence blood donation behaviour.

METHODOLOGY

We conducted exploratory in-depth interviews, aimed at exploring the blood donation habits, motivations and influencing factors of one-time or regular blood donors among university students.

MOST IMPORTANT RESULTS

Due to the in-depth interviews, we have highlighted the key factors in the motivation system of blood donors. Based on these factors, we could develop our research model, which is to be further tested by quantitative research. We have found that the first important step in the path to motivation is social interaction. Physical incentives can play a role in initiating blood donation, but they do not affect regular blood donors. In the process of being internally motivated, mediated values have a key role; motivations of regular young blood donors can be understood through values, perceived competence and self-efficacy. Infrastructural and information factors may help – their inappropriate management may hinder – becoming regular blood donors, while fear from needles or syncopal states are clearly among obstacles.

RECOMMENDATIONS

It is worth starting to support the process of becoming blood donors at a very early age, in an organized way. Messages about the usage of donated blood as well as a well-prepared staff that can provide emotional support can also contribute to the positive attitude of future donors. Becoming a blood donor is also driven by the material incentives that meet the needs of the age group, but in case of experienced blood donors, emotional attachment and emotional excess become much more important motivating force.

This research was supported by the EU-funded grant EFOP-3.6.1-16-2016-00008.