Social Marketing in Jordan: A Study of People’s Intention towards Blood Donation

Abstract

This study aimed to identify the potential  influence of some factors on the individuals' intention to donate blood in Jordan. The researchers used a questionnaire to collect data from 600 respondents, who visited varying medical centers, such as governmental hospitals, military hospitals, private hospitals, or other health care centers. Data were collected from 584 respondents (97.3% of the whole sample). Smart-PLS was performed to analyze the data. The results showed that both pure and impure altruism, medical incentives, recognition incentives, social marketing campaigns, and facilitators significantly influenced the intention of Jordanians to donate blood. The study recommends that those interested in the topic of blood donation should focus on the factors that motivate people to donate blood and conduct many social marketing campaigns to encourage people to donate blood as a positive social behavior in society.