Assessing the effects of donor knowledge and perceived risk on intentions to donate blood.

The need for blood is an important concern to society as a whole. However, many fears associated with the blood donation process inhibit donors from giving. The authors employ structural equations methodology to assess the effects of donor knowledge and perceived risk on the intentions of 430 active and inactive donors to give blood. Results suggest that donor knowledge increases the perceived risk of donating blood and that perceived risk decreases the frequency that donors intend to give. Research and managerial implications for developing marketing strategies to retain existing blood donor pools are discussed.