Don à des inconnus et diversité populationnelle : faut-il repenser la place de l'inconnu dans la communication sur le don du sang ?

The diversity of the population living in a Western context poses a major challenge for blood collection organizations, which must work to attract donors from all origins. Faced with an underrepresentation of ethnic minorities among donors, blood collection agencies are seeking to develop strategies to encourage these populations to give blood. Although all populations have similar blood types, people of African and Caribbean descent sometimes carry a rare phenotype that must be taken into account when transfusing other afro-caribbeans. Falling within the fields of both social marketing and ethnic marketing, this doctoral work analyzes the relationship between ethnic identity and the adoption of prosocial health behaviors, particularly blood donation. two quantitative studies based on experiments were conducted with 319 and 249 participants, using a multicultural approach (afro-caribbean vs caucasian). The results reveal that the cultural adaptation of messages calling for blood donation increases ethnic identification with the message and the intention to donate blood among afro-caribbeans, while eliciting more nuanced effects among caucasians. By linking « ethnic identity » and « blood donation », this research highlights, on a theoretical level, that ethnicity is not only a determining factor in consumer behavior, but also has a significant influence on the adoption of healthy behaviors. On a practical level, managerial recommendations are made to blood collection organizations to improve donor recruitment, to community associations wishing to increase the participation of their members, and to public authorities with a view to providing a favorable environment for the recruitment of ethnic minorities.