RESUMEN
The shortage of blood donors is significant problem of Russian health care. The potential of involving new blood donors can be found, in particular, in activities on popularization of blood donor practices among students. The empirical study was carried out in 2022 to determine attitude of students and their willingness to take part in practices of blood donorship. The online survey of university students was implemented based on representative quota sampling of 1 135 respondents with gender, educational status and place of residence controlled. The results demonstrate complicated picture of motives and factors predetermining personal strategies and experiences of participation in blood donorship. The contradiction between positive attitude to blood donorship declared by students and passive behavioral practices was revealed. The motivation for blood donorship, mainly individual, is assessed as personal choice of student. The motivation based on altruism and desire to provide effective help is determinative. However, such obstacles of implementing blood donorship practices as insufficient information about possibilities and consequences of blood donorship, distrust of health care system, fear of blood collection procedure, lack of remuneration.
