Discrete choice experiment to determine preferences of blood donation in Iran

Safe blood is vital for patient care, but shortages are common. To increase donor numbers, we must understand individual preferences. This study explores blood donation preferences among college students and faculty members in Iran, aiming to inform more effective recruitment strategies. In this 2024 cross-sectional study, we used a discrete choice experiment (DCE) to assess blood donation preferences among 895 college students (face-to-face interviews) and 220 faculty member (online survey). Participants chose between hypothetical donation centers based on attributes including monetary compensation for donors, standard screening tests, money for charity, recipient privileges, travel time, blood donation certificates and (for faculty member) paid leave. We separately analyzed student and faculty data using conditional and mixed logit models. The study included 220 faculty members (male-to-female ratio: 2.49) and 895 college students (male-to-female ratio: 0.26). The study found that 11.5% of college students and 50.9% of faculty members had donated blood at least once in their lifetime. The results of the conditional logit model for college students indicated that the most desirable attribute was standard screening (coef:1.484; p < 0.001), followed by a travel time of 15 min (coef:1.023; p < 0.001), the privilege of receiving blood for family members (coef:0.519; p < 0.001), and monetary contributions to charity (coef:0.434; p < 0.001). In addition, the conditional logit model results for faculty members showed that a travel time of 30 min (coef:0.587; p < 0.001) was the most preferred attribute, closely followed by a paid leave of 1.5 days (coef:0.584; p < 0.001) and standard screening (coef:0.578; p < 0.001). Additionally, the results from the mixed logit models for both groups were consistent with those obtained from the conditional logit analyses. This study, investigating blood donation preferences in Iran, reveals that individuals are receptive to nonmonetary incentives. Understanding these preferences is crucial for developing targeted recruitment strategies that enhance blood donation participation rates.