Donating blood regularly and voluntarily is the World Health Organisations remedy to the
Worlds perennial blood shortage. Globally, there has been a surge in interventions aimed at
encouraging individuals to adopt this behaviour (donating blood regularly and voluntarily). This
current study seeks to apply Social Marketing using perceived attributes of innovation (a
diffusion of innovation concept) to understand the factors influencing the diffusion and adoption
of regular voluntary blood donation as a behaviour. Stratified sampling was used for the survey.
A structured questionnaire was administered to 272 undergraduate students from University of
Ghana, and the data was analysed using multiple regression. The results of the study reveal that
perceived attributes of innovation elements predict 56.7% of variance in behaviour change
towards regular voluntary blood donation. However, among the constructs of perceived attributes
of innovation, compatibility (β = 0.420, t= 7.587, p=0.000, < 0.05) was the strongest predictor of
behaviour change towards regular voluntary blood donation followed by perceived advantage (β
= 0.198, t= 3.773, p=0.000, < 0.05), Complexity (β = -0.152, t= -2.628, p=0.009, < 0.05) and
Perceived risk (β = -0.140, t= -2.723, p=0.007, < 0.05). The study therefore recommends that in
carrying out blood donation interventions based on the perceived attributes of innovation in
Ghana; social marketers should focus on addressing compatibility issues associated with blood
donation. Also, social marketers should highlight the advantages of blood donation, liaise with
policy makers to reduce blood donation complexities and focus on minimizing perceived blood
donation risk. However, the study focused on undergraduate students from the University of
Ghana; hence its findings cannot be generalised to the entire Ghanaian population. Future
Research should focus on other segments of the Ghanaian society. Finally, qualitative research
may be useful in exploring other factors that affect the adoption of regular voluntary blood
donation as a behaviour.
CDR, C (2021). SOCIAL MARKETING ON REGULAR VOLUNTARY BLOOD DONATION IN GHANA. Afribary.com: Retrieved April 11, 2021, from https://afribary.com/works/social-marketing-on-regular-voluntary-blood-donation-in-ghana
Coalition, CDR. "SOCIAL MARKETING ON REGULAR VOLUNTARY BLOOD DONATION IN GHANA" Afribary.com. Afribary.com, 02 Apr. 2021, https://afribary.com/works/social-marketing-on-regular-voluntary-blood-donation-in-ghana . Accessed 11 Apr. 2021.
Coalition, CDR. "SOCIAL MARKETING ON REGULAR VOLUNTARY BLOOD DONATION IN GHANA". Afribary.com, Afribary.com, 02 Apr. 2021. Web. 11 Apr. 2021. < https://afribary.com/works/social-marketing-on-regular-voluntary-blood-donation-in-ghana >.
Coalition, CDR. "SOCIAL MARKETING ON REGULAR VOLUNTARY BLOOD DONATION IN GHANA" Afribary.com (2021). Accessed April 11, 2021. https://afribary.com/works/social-marketing-on-regular-voluntary-blood-donation-in-ghana