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Does gender moderate young adults' intention to donate blood? A planned behaviour and big five personality trait perspective
Shantanu Saha1, Vishal Soodan2
1 Assistant Professor, School of Management, Dr. Vishwanath Karad MIT World Peace University, Pune, Maharashtra, India
2 Department of Marketing Faculty of Management Studies, JAIN (Deemed to be University) Bengaluru, Karnataka, India
Correspondence Address:
Shantanu Saha,
School of Management, Dr. Vishwanath Karad MIT World Peace University, Pune, Maharashtra
India
 Source of Support: None, Conflict of Interest: None DOI: 10.4103/ajts.AJTS_126_19
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BACKGROUND AND OBJECTIVES: The study examines the young donors' intention toward blood donation using much validated theory of planned behavior (TPB). Personality construct is added into the TPB model to measure its predictive power. To get additional insights, the researchers analyzed the moderating effect of the demographic variables.
MATERIALS AND METHODS: A total of 960 prospective college students responses were collected by adopting snowball and convenience sampling techniques. Structured equation modeling was used to analyze the data and to evaluate the structural relationship between the constructs.
RESULTS: The study revealed that the model supports student's intention and personality constructs partially influence students' intention to donate blood. Further, gender also partially moderates the structural relationship among the constructs on which female involvement is found to be significant.
CONCLUSIONS: The study turns out to be significant by addition of personality construct in the model which further enhanced its predictive power to determine young donor's blood donating intention in Indian context.
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