【Objective】 To study how blood donation intention among college students was influenced by publicity information (framework effect), individual characteristic (altruistic personality) and micro-system of the social ecological systems(organization trust) through the viewpoints of social psychology, sociology and behavioral economics, aiming at providing new strategies for donors recruitment in colleges. 【Methods】 A total of 1 225 questionnaires were distributed to four universities in Xiamen and Quanzhou, Fujian Province from June 2021 to December 2021, with blood donation publicity information included, to investigate the blood donation intention, altruistic personality, organization trust and demographic characteristics. 【Results】 A total of 99.18%(1 215/1 225)of the collected questionnaires were valid.The average score of blood donation intention was (76.40 ± 24.31) (the range of value was 0-100). Multiple linear regression showed that altruistic personality and organization trust were positively associated with donation intention (P<0.05). Altruistic personality and organization trust had a significant interaction; with the increase of organization trust, the correlation between altruistic personality and donation intention would decrease (P<0.05). In addition, the publicity information had significant frame effect on blood donation intention when other variables in the regression model were controlled (P<0.05). Compared to the negative framework, the positive framework can promote the donation intention better. 【Conclusion】 When recruiting potential blood donors among college students, positive image of blood centers is conductive to promote organization trust therefore promote donation intention.The effective use of framework effect to boost blood donation intention might improve the efficiency of donor recruitment to a certain extent.