Promote Middle-Aged and Older Adults’ Blood Donation Intention with Concepts of Social Marketing and Theory of Planned Behavior: A Cross-Sectional Survey

As the global population ages, addressing blood donation among middle-aged and older adults is increasingly vital for societal and medical systems. Past research has examined the effectiveness of social marketing campaigns in promoting blood donation. This study aims to determine if social marketing can enhance continuous blood donation intentions in this demographic. The study surveyed 440 participants (aged 40–65; 51.25% female) regarding attitudes, subjective norms, perceived behavioral control, and behavioral intention related to blood donation. Participants’ perceptions of the social marketing 4Ps (product, price, place, promotion) for blood donation were also assessed. Results reveal that product, place, and promotion aspects of social marketing positively influence blood donation plan behavior in middle-aged and older adults. Moreover, subjective norms and perceived behavioral control positively impact their donation intentions. As middle-aged and older adults play a significant role in blood donation, this study offers valuable insights for future researchers and practitioners.