Social marketing and prosocial behavior of the voluntary blood donor: an applied study in the Cameroonian context

Abstract

Blood transfusion is a critical component of healthcare systems, as it plays a central role in saving lives. However, both globally and in Cameroon, the supply of blood products remains insufficient due to the low rate of voluntary blood donation. In this context, social marketing has emerged as an effective strategic tool for influencing individual behavior and encouraging civic engagement in blood donation. The aim of this study is to examine the influence of social marketing initiatives on the behavior of blood donors and potential donors in Cameroon. A quantitative survey was conducted with a sample of 336 Cameroonian citizens. The analysis relied on a rigorous methodological approach, including exploratory factor analysis, confirmatory factor analysis, and structural equation modeling. Findings indicate that increased use of media channels (particularly television and social networks) by the Ministry of Public Health significantly enhances citizens’ intention and willingness to donate blood. Furthermore, the active promotion of associations involved in blood donation mobilization strengthens potential donors’ civic behavior by reinforcing the perception of blood donation as a socially valuable and responsible act.