“…In the field of health care and in the case of blood transfusion donating motives have been deeply studied. Researchers explored various self-reported motives for donating blood: influence from a friend, request via media, general altruism, social responsibility (Sojka, Sojka, 2008), convenience, pro-social motivation, personal values, collection agency reputation, perceived need for donation, and marketing communication values (Bednall, Bove, 2011;Bednall et al, 2013), feelings of empathy or altruism, self-benefit and external reasons (Karacan et al, 2013), general norm based altruism (Pennings, 2005;Otto, Bolle, 2011).…”