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- Title
Le rôle des motivations altruistes et des normes personnelles, sociales et morales dans l'engagement des donneurs de sang.
- Authors
Ambroise, Laure; Prim-Allaz, Isabelle; Séville, Martine
- Abstract
Because of the ever-increasing needs of blood collection, keeping active donors engaged and retaining them is a public health issue. In France, in the absence of payment for blood donation, loyal donors are committed donors who agree to make substantial efforts to maintain their donor status. Thus, this research aims to identify the factors of their engagement. First, thanks to a model inspired by the theory of planned behavior supplemented by the concept of altruism, we test the permanence of personal, social, moral and altruistic motivations toward the intention of giving again one's blood, in the short, medium and long term. This quantitative study shows that, in the short term, the intention to give again is explained by both social norms and the expected benefits of giving; in the medium and long term, only altruist motivations explains the intention to give again. Then, through a qualitative study, we understand how altruist motivations combine with other motivations for real committed donors. We then show the importance of moral norms associated to education and altruism that committed donors internalize in a habit. The key roles of a sense of responsibility and the identity as a donor support their engagement.
- Publication
Décisions Marketing, 2020, Issue 100, p1
- ISSN
0779-7389
- Publication type
Article