Promoting the propensity for blood donation through the understanding of its determinants

Abstract Background The paper aims to understand the main antecedents related blood donation propensity both donors and non-donors. With our research, we will analyse two perspectives identify similarities differences concentrating on Italian context. Blood is a vital resource that strongly affects every national healthcare system’s efficacy sustainability ability achieve goal of universal coverage. Methods purpose this citizens’ intention encourage communication about among Theory Planned Behaviour adopted as theoretical lens. An empirical investigation was performed in Italy, adopting mixed methods research design. First, qualitative analysis carried out through 30 in-depth interviews. Then, survey used quantitatively investigate donate ( N = 173) non-donors 87). A conceptual model developed tested Structural Equation Modelling, developing multi-group approach. Results present study confirms relations proposed by Behaviour, even though some between groups are shown. construct Information Communication crucial for donors, non-donors, whereas non-donor inhibitors vital. Service quality has an impact recommend communicate value donation. Conclusion This reveals donor perspectives. Fruitful insights enhancing awareness provided.