Social Representations of Blood Donation: A Qualitative Study in a Referral Hospital in Peru

Abstract

Background and Aims: Voluntary blood donation rates in Latin America remain critically low, with only 24% of donations in Peru being voluntary in 2023. This qualitative study aimed to explore the social representations of blood donation among relatives of transfusion‐dependent patients in Lima, Peru. Methods: Seventeen in‐depth interviews were conducted with direct relatives between May 2021 and July 2021, employing a phenomenological approach and thematic analysis to identify the key social, psychological, and cultural factors influencing blood donation behaviors, with particular emphasis on family motivations. Results: The analysis revealed three key themes: blood donation in the family context, where emotional and moral obligations towards family members led to a preference for family‐based donations; Experiences of blood donors, which highlighted how personal experiences, including fears of adverse reactions and side effects, influenced participants' willingness to donate; and social representations of blood donation, where cultural beliefs and mistrust of the healthcare system shaped participants' attitudes towards blood donation. Conclusion: The findings emphasize the need for targeted educational interventions and policy reforms to enhance public trust in blood banks, dispel misconceptions, and promote voluntary blood donation, while reducing reliance on family‐based replacement donations.