Abstract
BackgroundIn mainland China, the motivation behind voluntary blood donation is a relatively new and understudied behavior. In recent times provincial governments in China have implemented various institutional incentive measures. However, little is known regarding the effectiveness of such measures. This qualitative study investigated the nature and outcomes of some identified institutionalized mechanisms, in particular how these were created and distributed in the form of incentives for voluntary blood donation.MethodsParticipatory observations were conducted at two blood donation stations and four blood collecting vehicles in Changsha city, China. In-depth interviews were conducted with 17 staff and 58 blood donors at the aforementioned venues from May to October 2008 in Changsha.ResultsThematic analysis revealed the operation of four primary type incentives: policy-driven, symbolic, information feedback and role models, which constituted the system of institutional incentives. The current blood reimbursement system was not the primary motivation for blood donation; instead this system was a subtheme of future assurance for emergency blood needs. It was evident that symbolic incentives stressed the meaning and value of blood donation. Furthermore, post-donation information services and the inherent mechanisms of communication, enhanced by some public role models, served to draw the public to donate blood.ConclusionsAt the institutional level, blood donation was not only informed by altruism, but also carried a system of benefit and reward for the donors and their family members. We would recommend that such arrangements, if accommodated effectively into China’s health promotion strategies, would increase the likelihood of blood donation.
Highlights
In mainland China, the motivation behind voluntary blood donation is a relatively new and understudied behavior
The main themes found were policy-driven incentives, symbolic incentives, information feedback and role models, which constituted the system of institutional incentives
Insured blood use as a policy-driven institutionalized incentive Blood recipients testified the need to pay for their blood transfusions, and reported the cost could be waived totally or partially for future blood needs for the donors and their family members
Summary
In mainland China, the motivation behind voluntary blood donation is a relatively new and understudied behavior. Little is known regarding the effectiveness of such measures This qualitative study investigated the nature and outcomes of some identified institutionalized mechanisms, in particular how these were created and distributed in the form of incentives for voluntary blood donation. In mainland China, voluntary blood donation is a relatively new and understudied behavior. Blood is seen as a gift from one’s parents and it is against filial piety [1,2] to give it away. These traditional Chinese beliefs may discourage voluntary blood donation. It is important to instill various types of incentives to counteract such cultural disincentives
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