Research Report – Young Peoples’ Attitude, Behaviour and Motivation for Blood Donation
Research Report
– Young peoples’ attitude, behaviour and motivation for blood donation.
Table of Contents 1. Introduction 4 2. Literature review 5 3. Research objective 6 4. Methodology 8 5. Results 8 6. Discussion 12 7. Conclusions and Implications 13 8. Limitations and Recommendations 13
Abstract
With one in three Australian’s needing blood in their lifetime, but only one in thirty donating, the need for the Australian Red Cross Blood Service to maximise donor recruitment and retention has never been greater. Young adults are a largely untapped source of potentially long serving donors. In this field of study, virtually no Australian research has targeted this segment and, combined with international findings showing no evidence to suggest any reason for young people not to donate; this validates the necessity of this study. Our primary research objective, therefore, is to determine the level of existing awareness, behaviours, attitudes, and motivations of young people (aged 18-30) regarding blood donation. 62 Griffith University students completed questionnaires and the quantitative survey data was entered into SPSS for statistical analysis. The results showed that while advertising increased awareness, it actually decreased intention to donate. It was also discovered that young people have a positive opinion of blood donation, but that this does not create intention to donate. Majority of the findings of this study can be attributed to a lack of targeted marketing, which is necessary to create relevance for young people and attract donors form this segment.
1. Introduction
The blood sector is dynamic and continually adjusting to changes in health and society. It is influenced by population ageing and the increased burden of disease that drive an increased demand for blood products (Red Cross Strategic Plan, 2009). While approximately 30% of the Australian population will need blood in their lifetime, only 3% of the
– Young peoples’ attitude, behaviour and motivation for blood donation.
Table of Contents 1. Introduction 4 2. Literature review 5 3. Research objective 6 4. Methodology 8 5. Results 8 6. Discussion 12 7. Conclusions and Implications 13 8. Limitations and Recommendations 13
Abstract
With one in three Australian’s needing blood in their lifetime, but only one in thirty donating, the need for the Australian Red Cross Blood Service to maximise donor recruitment and retention has never been greater. Young adults are a largely untapped source of potentially long serving donors. In this field of study, virtually no Australian research has targeted this segment and, combined with international findings showing no evidence to suggest any reason for young people not to donate; this validates the necessity of this study. Our primary research objective, therefore, is to determine the level of existing awareness, behaviours, attitudes, and motivations of young people (aged 18-30) regarding blood donation. 62 Griffith University students completed questionnaires and the quantitative survey data was entered into SPSS for statistical analysis. The results showed that while advertising increased awareness, it actually decreased intention to donate. It was also discovered that young people have a positive opinion of blood donation, but that this does not create intention to donate. Majority of the findings of this study can be attributed to a lack of targeted marketing, which is necessary to create relevance for young people and attract donors form this segment.
1. Introduction
The blood sector is dynamic and continually adjusting to changes in health and society. It is influenced by population ageing and the increased burden of disease that drive an increased demand for blood products (Red Cross Strategic Plan, 2009). While approximately 30% of the Australian population will need blood in their lifetime, only 3% of the
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