Blood donation barriers: How does donor profile affect them?

• Published in: International review on public and nonprofit marketing 2022-06, Vol.19 (2), p.247-264
• Main Authors: Romero-Domínguez, Laura, Martín-Santana, Josefa D., Sánchez-Medina, Agustín J., Beerli-Palacio, Asunción
• Format: Article
• Language: English
• Subjects: Behavior; Blood & organ donations; Blood transfusions; Business and Management; Marketing; Original Article; Sociodemographics
• ISSN: 1865-1984; 1865-1992
• DOI: 10.1007/s12208-021-00303-5

Donation barriers are a crucial factor to consider in the study of blood donor behavior. Since blood donors do not behave homogeneously, the aim of this work is to analyze how the donor profile (i.e. sociodemographic characteristics and donation behavior) influences the prevalence of blood donation barriers. A total of 5,353 active donors in the Canary Islands (Spain) completed an online survey. Given the general lack of agreement concerning the conceptualization and measurement of donation barriers, an integrative 25-item barrier scale, which is the result of grouping all barriers identified in the literature according to the concept of obstacle which they represent, was designed and validated. The results indicate that individuals between 18 and 35 years of age, with university education and higher income are more likely to be affected by donation barriers. At the same time, individuals who donate once or twice a year, and those with shorter experience as donors, are more prone to experience donation barriers. The present study is useful for blood transfusion centers, because it shows that centers must identify which donation barriers are the most prevalent in their donor pool, as well as which donor groups are the most affected by them. Thus, blood transfusion centers will be able to design appropriate marketing actions to reduce or eliminate those barriers that prevent active donors to donate repetively.