Eighteenth International Conference on Environmental, Cultural, Economic & Social Sustainability

Abstract

According to the South African National Blood Services, less than 1% of South Africans are regular blood donors. Thus, new donors, such as Millennials (born between 1980-2000) who are large in numbers and influence need to be recruited for sustainable blood donation. To get the attention and influence Millennials’ psychology about blood donation, social media communication is required about the importance of blood donation. This study has two main objectives: 1) to examine the impact of social media communications about blood donation on South African Millennials’ awareness, perceptions, motivations, attitudes (psychological factors), 2) to assess the interrelationships between the psychological factors to influence attitudes towards blood donation. A conceptual model was developed guided by the Health Belief Model suggesting psychological drivers of health-related behavior and the Theory of Planned Behavior suggesting the relationship between perceptions and attitudes. The model was tested quantitatively with data from 650 respondents using structural equation modelling. Results reveal that while social media communication positively influenced awareness and perception it did not significantly motivate nor build attitude towards blood donation. Out of the three psychological factors examined, blood donation awareness positively influenced perception and motivation. The motivation and awareness and not perception positively and significantly influenced attitudes. Findings reveal that even for a health and life-saving product like blood, social media communication can aid social marketers’ efforts to create awareness, and build perception. The awareness created can motivate Millennials to build positive attitudes towards blood donation, a strong driver of sustainable behavior.