– Young peoples’ attitude, behaviour and motivation for blood donation.
Table of Contents
Conclusions and Implications
Limitations and Recommendations
With one in three Australian’s needing blood in their lifetime, but only one in thirty donating, the need for the Australian Red Cross Blood Service to maximise donor recruitment and retention has never been greater. Young adults are a largely untapped source of potentially long serving donors. In this field of study, virtually no Australian research has targeted this segment and, combined with international findings showing no evidence to suggest any reason for young people not to donate; this validates the necessity of this study. Our primary research objective, therefore, is to determine the level of existing awareness, behaviours, attitudes, and motivations of young people (aged 18-30) regarding blood donation. 62 Griffith University students completed questionnaires and the quantitative survey data was entered into SPSS for statistical analysis. The results showed that while advertising increased awareness, it actually decreased intention to donate. It was also discovered that young people have a positive opinion of blood donation, but that this does not create intention to donate. Majority of the findings of this study can be attributed to a lack of targeted marketing, which is necessary to create relevance for young people and attract donors form this segment.
The blood sector is dynamic and continually adjusting to changes in health and society. It is influenced by population ageing and the increased burden of disease that drive an increased demand for blood products (Red Cross Strategic Plan, 2009). While approximately 30% of the Australian population will need blood in their lifetime, only 3% of the population currently donate (Reid & Wood, 2008). Internationally, the demand for blood donation mirrors Australia with a focus on the lack of representation of young adults as donors (Bosnes, Heier & Misje, 2008) A relatively healthy segment, the potential longevity of young people as donors makes them a perfect target market for blood collection organisations.
2. Literature review
Existing research shows significant differences between the characteristics of blood donors and non-donors (Hupfer, Taylor & Letwin 2004; Ibrahim & Mobley 1993; Belda Suarez et al., 2004 & Nonis, Ford, Logan, & Hudson, 1996). These studies specifically analysed donors in order to find out what motivated them to give blood and how this information could be used to increase donor retention and frequency. Awareness of the need for blood was among the most important reasons cited by donors for their blood donation. Unlike majority of research investigating motivation for blood donation, Lemmens et al. (2005) solely examined young people who had not previously given blood in order to predict their behaviour and intention. The results of the study suggested that marketing campaigns targeting social and personal moral norms are more likely to be effective than traditional informational advertisements. A recent study undertaken in Hong Kong by Hong & Loke (2011) showed that a lack of relevant information about blood and blood donation prevents many young people from donating blood. Additionally, this lack of information is commonly used by non-donors as an excuse for not giving blood. Some of the findings in this study showed a significant difference between donors and non-donors; blood donors had more positive attitudes toward blood donation than non-donors and demonstrated significantly greater intention to give blood than non-donors. Furthermore, blood donors demonstrated better knowledge on blood and blood donation related issues than the non-donors. A...
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