50

Blood donation is often associated with well-being in advertising campaigns and in the beliefs associated with this practice. The aim of this study is to investigate the relationship between well-being, involvement in the cause, and donating blood (behavior and intentions of blood donors and potential donors). Based on the literature and an empirical study (N=407), the results show that involvement has an effect on blood donation intentions, on word-of-mouth, and on blood donation behaviors. The results, however, call into question the direct link set out by the EFS (French Blood Agency) between well-being and donation behavior (donation frequency) and suggest modifying current advertising campaigns to increase blood donation behavior.