title: To donate or not donate, that is the question: an analysis of the critical factors of blood donation.
abstract: Currently, in Brazil, 1.78% of the population area blood donors, a level lower than the ideal one that, according to WHO, should be between 3% and 5% of the population. Following this scenario, the current study has a general goal of identifying and analyzing the main critical factors of the process of blood donation in the city of Belo Horizonte, MG, under the perception of donors, potential donors and non donors. A qualitative research approach was conducted, through twenty-four semi-structured interviews. The results highlight the lack of information in the various stages of the blood donation system. During the stages of donor recruitment and awareness, communication actions convey to society incomplete information about the donation process, discouraging future actions of donation. On the other hand, a lack of appreciation of the donation experience and the construction of social values associated with the donor prevent the multiplication of social behaviors for donation. The results of this study, found from theoretical framework outlined in this study, highlight the causes or critical factors that impede changes in behavior, incremental or radical, proposed by social marketing.
authors.affiliation: Faculdade Novos Horizontes. R. Alvarenga Peixoto 1270, Santo Agostinho. 30180-121 Belo Horizonte MG Brasil. jeffersonrodrigues@live.com.
authors.forename: Jefferson Rodrigues
authors.initials: JR
authors.lastname: Pereira
authors.affiliation: Faculdade Novos Horizontes. R. Alvarenga Peixoto 1270, Santo Agostinho. 30180-121 Belo Horizonte MG Brasil. jeffersonrodrigues@live.com.
authors.forename: Caissa Veloso E
authors.initials: CV
authors.lastname: Sousa
authors.affiliation: Faculdade Novos Horizontes. R. Alvarenga Peixoto 1270, Santo Agostinho. 30180-121 Belo Horizonte MG Brasil. jeffersonrodrigues@live.com.
authors.forename: Eliane Bragança de
authors.initials: EB
authors.lastname: Matos
authors.affiliation: Faculdade Novos Horizontes. R. Alvarenga Peixoto 1270, Santo Agostinho. 30180-121 Belo Horizonte MG Brasil. jeffersonrodrigues@live.com.
authors.forename: Leonardo Benedito Oliveira
authors.initials: LB
authors.lastname: Rezende
authors.affiliation: Faculdade Novos Horizontes. R. Alvarenga Peixoto 1270, Santo Agostinho. 30180-121 Belo Horizonte MG Brasil. jeffersonrodrigues@live.com.
authors.forename: Natália Xavier
authors.initials: NX
authors.lastname: Bueno
authors.affiliation: Laboratório Interdisicplinar de Neurociências Clínicas, Universidade Federal de São Paulo. São Paulo SP Brasil.
authors.forename: Álvaro Machado
authors.initials: ÁM
authors.lastname: Dias
mesh_terms: D000328:Adult; D000368:Aged; D001782:Blood Donors / Q000523:psychology / Q000706:statistics & numerical data; D001938:Brazil; D005260:Female; D006801:Humans; D008297:Male; D008875:Middle Aged