Causes and countermeasures for the decline in college students' participation in voluntary blood donation
10.13303/j.cjbt.issn.1004-549x.2026.08.015
- VernacularTitle:大学生无偿献血参与度下降的成因与对策研究
- Author:
Jie MA
1
;
Jiachen GUO
1
;
Xiaohua LIANG
1
Author Information
1. Dalian Blood Center, Dalian 116000, China
- Publication Type:Journal Article
- Keywords:
Mannheim's generational theory;
voluntary blood donation;
college students;
generational differences;
blood donation participation rate
- From:
Chinese Journal of Blood Transfusion
2026;39(8):1099-1104
- CountryChina
- Language:Chinese
-
Abstract:
Objective: To analyze the social causes of the decline in college students' blood donation participation from a generational perspective and to explore corresponding adjustments to recruitment strategies. Methods: National official statistics on voluntary blood donation from 1998 to 2026 were collected, along with meta-analysis results of blood donation surveys conducted in Chinese universities (sample size ≥400, survey period after 2010). With Mannheim's concept of "social generation" as the framework, this study compares the differences in blood donation behaviors, motivations and cognitive characteristics among post-80s, post-90s and post-00s college students, and analyzes the decline mechanism from four dimensions: risk perception, personal efficacy, community identity and information reception. Results: From 1998 to 2023, the number of blood donors, total blood collection volume and blood donation rate per thousand population increased continuously. Structural contradictions in blood supply and demand became prominent after 2024, and the proportion of spontaneous street blood donation dropped below 25%. The contribution of college students to blood donation showed a clear intergenerational decline: the donation rate peaked at 59.62% among the post-80s, remained 34.47%-52.38% among the post-90s, and fell below 30% among the post-00s. The blood donation motivations of three generations shifted structurally: post-80s were mainly driven by social responsibility, post-90s by empathy of helping others, and post-00s by health risks and social experience. As digital natives with risk sensitivity and circle-based social identity, post-00s exhibit a systematic mismatch with traditional administrative blood donation mobilization models. Conclusion: Traditional indoctrination publicity and top-down administrative mobilization fail to align with the value logic of post-00s. It is necessary to improve recruitment from trust construction, meaning empowerment, circle-based mobilization and service optimization, and implement precise and experiential strategies to continuously stimulate college students' internal motivation of voluntary blood donation.
