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Predisposição para Doação de Medula Óssea à luz da Teoria do Comportamento Planejado

2019; UNIVERSIDADE FEDERAL DA PARAÍBA; Volume: 9; Issue: 1 Linguagem: Inglês

10.21714/2238-104x2019v9i1-41116

2238-104X

Pedro Felipe da Costa Coelho, Iveltyma Roosemalen Passos Ibiapina, Áurio Lúcio Leocádio, Daniel Barboza Guimarães,

Business and Management Studies

Organ donation is a topic that has been explored by marketing researchers in recent years.This is a socially relevant issue, due to the challenges faced by individuals who need organ donation in Brazil.The chance of finding compatible marrow in the country is one in a hundred thousand.In this sense, this research has the objective of analyzing the factors that precede the intention of the individuals to perform the registration of donation bone marrow.The Theory of Planned Behavior was used to support the development of a conceptual model, which was empirically tested through the application of 335 questionnaires.The results of the Structural Equation Modeling show that attitude and perceived behavioral control have a positive relation with the behavioral intention of performing the registration Teoria e Prática em Administração, v. 9, n. 1, for donation bone marrow.It has also been found that people who have information about the organ donation process outline a positive attitude towards the registration.However, the subjective norm has no significant relation with this behavioral intention.Based on the adjusted model, it was found that social marketing campaigns should not only inform potential donors about the donation process, but also reinforce that this action is essential for the patients who need the transplant.