Marketing social et comportement prosocial du donneur bénévole de sang: une étude appliquée en contexte camerounais
DOI :
https://doi.org/10.4314/rasp.v8i1.17Mots-clés :
transfusion sanguine, don de sang, marketing social, comportement prosocial, camerounRésumé
La transfusion sanguine constitue un pilier essentiel des systèmes de santé, car elle contribue directement à la sauvegarde de nombreuses vies. Toutefois, à l’échelle mondiale comme au Cameroun, l’offre de produits sanguins demeure insuffisante en raison du faible taux de dons volontaires. Dans ce contexte, le marketing social apparaît comme un levier stratégique pertinent pour promouvoir le changement de comportement et encourager la participation citoyenne au don de sang. L’objectif de cette étude est d’évaluer l’influence des actions de marketing social sur le comportement des donneurs et des donneurs potentiels de sang au Cameroun. Une enquête quantitative par questionnaire a été menée auprès de 336 citoyens camerounais. Les données recueillies ont été analysées au moyen d’une démarche méthodologique rigoureuse, mobilisant l’analyse factorielle exploratoire, l’analyse factorielle confirmatoire et la modélisation par équations structurelles. Les résultats révèlent que l’utilisation accrue, par le Ministère de la Santé Publique, des supports médiatiques tels que la télévision et les réseaux sociaux renforce significativement l’intention et le comportement citoyen en matière de don de sang. De même, la promotion active des associations engagées dans la mobilisation au don de sang contribue à accroître l’adhésion des donneurs potentiels en valorisant le don de sang comme un geste civique essentiel.
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