Why are younger-age adults reluctant to give blood? A reflexive thematic analysis of non-donors in the United Kingdom

The present study explored the psychosocial factors influencing blood donation behaviour among younger-age adults classified as non-donors in the United Kingdom. Six participants (aged 18–35) with no history of blood donation were recruited via opportunity sampling. Semi-structured interviews were conducted and analysed using reflexive thematic analysis to identify key patterns in participant narratives related to donation behaviour. Two overarching themes were identified. Barriers to blood donation included four sub-themes: (i) socially constructed misconceptions of eligibility and need, (ii) embodied discomfort and perceived invasiveness of the donation process, (iii) disengagement and deferred responsibility in blood donation, and (iv) perceived absence and inaccessibility of blood donation campaigns. Facilitators of blood donation included three sub-themes: (i) promoting blood donation by addressing diverse reward preferences, (ii) the importance of procedural clarity in reducing uncertainty, and (iii) increasing motivation to donate blood through cues to act. Tailored public health strategies must address adult non-donors’ psychological and informational barriers, including misconceptions, procedural uncertainty, and anxiety about physical reactions. Interventions should pair targeted communication with accessible, accurate information and frame donation as both socially beneficial and personally rewarding.