printCollective Perceptions of Blood Donation as a Social Practice among Russians:
the Vologda Region Case
Popov A.V.
Cand. Sci. (Econ.), lead researcher, Vologda Research Center of RAS, Vologda, Russia. ai.popov@yahoo.com
Belekhova G.V.
Cand. Sci. (Econ.), senior researcher, Vologda Research Center of RAS, Vologda, Russia. belek- galina@yandex.ru
Kalashnikov K.N.
Cand. Sci. (Econ.), senior researcher, Vologda Research Center of RAS, Vologda, Russia. konstantino‑84@mail.ru
Popov A.V., Belekhova G.V., Kalashnikov K.N. Collective Perceptions of Blood Donation as a Social Practice among Russians: the Vologda Region Case. Sotsiologicheskie issledovaniya [Sociological Studies]. 2025. No 6. P. 119-128
The participation in voluntary non-remunerated blood donation constitutes a significant social practice that ensures the stable functioning of the healthcare system. However, amid increasing demand for donor blood components and escalating socio- demographic challenges, there has been a decline in both the number of donations and active donors, particularly among young people. This issue is further exacerbated by the limited attention given to the motivational and behavioral aspects of blood donation in domestic sociology, hindering a comprehensive understanding of its future development. This study aims to identify the collective perceptions of Russians regarding blood donation as a social practice. The research is based on data from a mass survey of adult residents of Vologda region (N = 800), conducted via a self-administered questionnaire in July- August 2024. The analysis revealed that blood donation remains weakly integrated into everyday life scenarios. About one-third of respondents have never considered donating blood, and fewer than one in five are willing to do it. The primary motivation for blood donation is altruistic – helping those in need – while pragmatic incentives, such as material benefits, are mentioned less frequently, despite their significant role. One of the key barriers to donor engagement is the low everyday relevance of blood donation and the lack of targeted information for the public. Addressing these problems requires the systematic institutionalization of this social practice through educational programs, the development of corporate social responsibility initiatives, personalized communication strategies, and media- driven promotion of positive narratives.
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