Applying the extended theory of planned behaviour to predict Chinese people's non-remunerated blood donation intention and behaviour: The roles of perceived risk and trust in blood collection agencies

Against the backdrop of critical clinical blood shortage in China in recent years, the present research extends the theory of planned behaviour by incorporating two constructs potentially of importance in influencing non-remunerated blood donation behaviour, namely perceived risk and individual trust in blood collection agencies to predict Chinese people's non-remunerated blood donation intention and behaviour. A survey was conducted to measure variables of the theory of planned behaviour, and other variables such as experience of non-remunerated blood donation, perceived risk and individual trust in blood collection agencies. Data to assess non-remunerated blood donation behaviour were collected via phone interviews. Results of the path analysis are as follows. Subjective norm, perceived behavioural control and individual trust in blood collection agencies are all positively associated with attitudes toward non-remunerated blood donation, explaining 46.9% of the variance in this variable. Perceived risk is negatively associated with blood donation intention, while subjective norm and attitudes toward non-remunerated blood donation are both positively associated with blood donation intention. Together, the three variables account for 28.4% of the variance in donation intention. Both having a positive association with non-remunerated blood donation behaviour, the combination of blood donation intention and donation experience explains 42.8% of its variance.