Abstract
The starting point of this study is based on a ground observation in Tunisia: The unsustainable blood donations and the shortage of clinical blood in some periods of the year (i.e. holidays; covid-19). This observation is also avowed in over the world. The present study extends the theory of planned behavior (TPB) by incorporating relevant variables from Self-determination Theory (SDT). The latter suggests that individuals persist with a behavior when they are internally motivated than externally motivated. Online survey was administrated to assess TPB constructs (attitudes, social norms, perceived behavioral control (PBC), personal moral) and two of SDT factors (autonomous and controlled). 321 donors responded to the questionnaire. Results revealed that effects of autonomous and controlled motivation on behavioral intention were mediated by attitude, PBC as well as moral norms. This paper proposes practical recommendations to social marketing designers to better retain blood donors.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Review on Public and Nonprofit Marketing
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
