BACKGROUND: The paper aims to understand the main antecedents related to the blood donation propensity related to both donors and non-donors . With our research, we will analyse the two perspectives to identify similarities and differences concentrating on the Italian context . Blood is a vital resource that strongly affects every national healthcare system's efficacy and sustainability and the system's ability to achieve the goal of universal coverage .

METHODS: The purpose of this paper is to understand the main antecedents of citizens' blood donation intention and the propensity to encourage communication about blood donation among both donors and non-donors . The Theory of Planned Behaviour is adopted as a theoretical lens . An empirical investigation was performed in Italy, adopting a mixed methods research design . First, a qualitative analysis was carried out through 30 in-depth interviews . Then, a survey was used to quantitatively investigate the intention to donate among both donors (N = 173) and non-donors (N = 87). A conceptual model was developed and tested through Structural Equation Modelling, developing a multi-group approach .

RESULTS: The present study confirms the relations proposed by the Theory of Planned Behaviour, even though some differences between the two groups are shown . The construct Information and Communication is crucial for donors, non-donors, whereas for non-donor inhibitors is vital . Service quality has an impact on the propensity to recommend and communicate the value of blood donation .

CONCLUSION: This paper reveals the main differences between donor and non-donor perspectives . Fruitful insights for enhancing blood donation awareness are provided.