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This study aims to identify the main variables that influence the intention to donate blood of donors and non-donors. The research has quantitative approach with 641 completed questionnaires, where exploratory and confirmatory factor analyzes were performed, followed by a Structural Equation Modeling. The results indicate the need for differentiation of public campaigns directed to the various segments of donors and potential blood donors. In addition, a differentiation was identified between the blood donation intention between donors and non-donors was identified, as well as a statistically significant differentiation between men and women. Involvement and knowledge of the blood donation process is influential in the blood donor segment. On the other hand, the influence of subjective norms seems to be important to the non-donor segment and could be better evidenced in donation campaigns. This same factor is relevant in the male segment.

Análise da intenção de doar sangue sob a perspectiva de doadores e não doadores: Uma comparação entre grupos