Don du sang: comprendre la logistique des donneurs et la valeur du don pour encourager le recrutement et la fidélisation des donneurs

Boch, Emmanuelle (Université Grenoble Alpes) ; Giannelloni, Jean-Luc (Université de Grenoble)

Abstract: Blood donation: understanding donors’ logic and the value of the donation to increase donors enrolment and fidelity Increasing need sets blood collection as a considerable challenge for society and an important public health priority. The mismatch between positive social appreciation of blood donation and effective mobilization is substantial. According to the Etablissement Français du Sang, only 4% of potential donors give their blood. Grounded in a theoretical framework that combines gift exchange and value theory, this article aims to understand how individuals become and remain donors. To this end, it examines the different steps that precede the act of giving and the benefits derived from giving conducive to its repetition. A qualitative study focused on donors and based on semi-directive interviews, participant observation and visual material, allows 1) to report on the individual and social processes that support the act of donation, 2) to highlight the benefits that donors derive from carrying out and repeating this practice and 3) to provide operational recommendations to recruit and retain donors

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Published in: Décision Marketing: n° 96 (Octobre-Décembre 2019), p. 35-51

Note de localisation: CNUDST (TUN01)
Code de rangement: SP

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Articles & Preprints > Articles

 Record created 2021-02-23, last modified 2021-02-25

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