Condicionantes da motivação para a doação de órgãos: uma análise à luz do marketing social

Abstract

The aim of social marketing is to influence a voluntary behavior of the target audience in order to improve their personal and the society’s well-being, seeking to search the root of a social problem, identifying the reason for change resistance. Therefore, it has been used in campaigns by the government showing to be effective in the minimization of health problems. Specifically about organ donation, it is not the lack of infrastructure itself, but the family declination of donation being the main reason for which an organ is not donated today in Brazil. Thus, this study aims to identify the factors influencing the family to donate the organs of their relatives and how social marketing can influence the decision. A field study was applied as a research method, with semi-structured interviews. Twenty-six interviews were conducted using the snowball technique. Results indicate that the vast majority would deny organ donation only if it was the deceased's will, on the other hand the results show that this is not a family subject matter. Respondents stated that more frequent media campaigns aiming to raise awareness of organ donation would be an effective measure to increase the number of organ donations.

Keywords

• Organ Donation
• Social Marketing
• Government Campaigns
• Motivation