• In broad terms, the donation of blood along with organ and bone marrow donation is considered to be the ultimate act of humanity involving a voluntary and anonymous exchange between two people of a life saving commodity. Yet motivating people to donate blood is a significantly difficult task. The aim of this paper is to use the Theory of Planned Behaviour (TPB) to examine non-donors on the basis of their likely intention to donate blood in the future and to identify barriers on these more favourable non-donors. This exploratory research finds that subjective norm, perceived behavioural control and time related barriers are related to intent to donate by current non-donors. Differences between higher and lower intention donors are also explored.

Copyright © 2007 John Wiley & Sons, Ltd.