Factors influencing consumers’ intention to donate blood: A South African perspective

Abstract

The objective of this study was to determine the factors influencing consumer intention to donate blood in an emerging market setting. A quantitative research design was followed that entailed the collection of data from 308 non-donor respondents, using a self-administered online questionnaire. The conceptual model and hypotheses were analysed statistically, using SPSS to conduct reliability analysis, correlation analysis, and multiple regression analysis. The findings revealed that awareness of consequences, ascription of responsibility, and personal norms had a positive and significant influence on consumers’ intention to donate blood. Ascription of responsibility was the largest influencer of personal norms towards blood donation.

Keywords:

• Blood donation
• norm activation model
• social marketing
• pro-social behaviour
• health marketing
• personal norms

Acknowledgment

No direct funding was received for this study.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

The author(s) reported there is no funding associated with the work featured in this article.