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От одобрения социальной практики к участию: почему позитивное отношение к донорству крови не всегда превращается в практику донации
Relevance. Despite the widespread public approval of blood donation,
a positive attitude towards it does not always translate into real participation. In this
regard, it is of particular importance to study not so much the normative support
of donation as a socially desirable practice, but rather the factors that ensure or
hinder the transition from approval to action. For a megalopolis, this issue
is especially important, since it is in the urban environment that the decision to participate in donation
is formed at the intersection of information, organizational and social
factors. The purpose of the study was to identify the reasons why a positive
attitude towards blood donation does not always translate into donation practice, as well as to
analyze how the institutional organization of donation affects citizen participation (in
the context of social health policy objectives).
Materials and methods. The study was performed on a sample of Moscow residents aged
16-40 years old using a standardized telephone survey (CATI, N=800).
The attitude to blood donation, the experience of donations, and the willingness to
future participation, perceived barriers, information requests,
preferred channels of information, the role of the social environment.
Descriptive statistics and comparative group analysis methods were used to process the data
.
Results and conclusions. It was found that in the study group, a positive
attitude towards blood donation was expressed much more strongly than a willingness to
participate personally, which confirms the existence of a gap between the approval of the practice and its
behavioral implementation. A strong demand for practical information has been identified
about donation, especially among people who already have experience of donations, as well as among those who
admit the possibility of participating in the future. It has been established that
the digital channels most in demand by the audience, primarily messengers, do not provide sufficient
visibility of the donor agenda. It is also shown that the presence of at least one
donation experience, the presence of donors in the immediate environment and the horizontal transfer
of personal experience contribute to the transition from a positive attitude to a higher
willingness to participate. It is concluded that the key problem of modern
The problem of donation lies not in the lack of a positive attitude as such, but in
the lack of elaboration of the mechanisms for translating it into real actions.;
Therefore, priority should be given to measures aimed at lowering the threshold
of first participation, developing practice-oriented information and using
social engagement mechanisms. The results obtained are important for
the formation of information policy in the field of blood donation and the organization
of donor infrastructure in the urban environment.