МОТИВАЦИЯ РОCСИЙСКОЙ МОЛОДЕЖИ К ДОНОРСТВУ КРОВИ

Abstract

Significance. To date, the need for blood donors in Russia is not fully satisfied, which actualizes the demand for new young donors. At the same time there is a lack of comprehensive research on motivation of young people to donate in our country. The purpose of the study was to explore motivation of young people to donate blood and to develop practical recommendations for involving young people in blood donation. Material and methods. All-Russian sociological research was conducted in July 2022 among young people aged 16-23. 1030 people were interviewed online. The sex and age distribution of the sample corresponds to the Rosstat data on the number of representatives of the target group. The “Brand Analytics” software product was used to upload posts from social media, with the help of which 64,083 publications were uploaded. Results. Only 18% of the surveyed young people have experience in blood donation, and every 10th was disappointed in it. Motivation of young people to donate blood at the level of declarations is mainly guided by humanistic motives, with monetary rewards ranking second. Every third responded that a lack of financial incentives would reduce their desire to be a donor. Notification that the donated blood has been given to another person is a key non-material incentive, influencing the desire to donate among young people. Monetary rewards and the opportunity to check health are key tangible incentives. Half of the young people surveyed noted the influence of their environment on their involvement in blood donation, and there is also a link between participation in charitable activities and donation. We see reference groups as an important source of young people's involvement in donation. The role of social media in involving young people in donation is significant. The analysis of social media messages shows that the following two topics dominate the information field of donation: humanistic motives and general medical discussions. Motives of urgency and danger contribute to initial reactions, but do not always result in reposts. Conclusion. The motivation of young people to donate blood generally corresponds to the motivations of donors of older groups, with humanistic and material motivation coexisting. The study offers a number of practical recommendations. Scope of application. The results can be used to develop information policy on youth motivation in order to involve and retain in blood donation.