How Buddhist beliefs relate to blood donation intention: The role of moral attentiveness and self-monitoring

Buddhism is prevalent in Asia and has been growing in Western countries. Its perspectives have subtle influences on people’s ways of thinking and behaving. This study focuses on the association between Buddhist beliefs and blood donation intention. We draw on a social-cognitive perspective to delineate how this link is mediated by moral attentiveness and moderated by self-monitoring. Data were collected via online surveys, and 508 respondents were included in the final sample. We used Hayes’ PROCESS macro and simple slope analysis to assess all relationships in our moderated mediation model. Results indicated that Buddhist beliefs were positively related to blood donation intention, and moral attentiveness mediated this relationship. Moreover, self-monitoring was found to moderate the direct relationship between Buddhist beliefs and moral attentiveness, as well as the indirect relationship between Buddhist beliefs and blood donation intention through moral attentiveness. The associations were strengthened with increased self-monitoring. This research provides a nuanced explanation of the manner in which Buddhist beliefs are associated with blood donation intention. Blood donation recruitment campaigns can incorporate instrumental elements of Buddhist teachings, such as the pursuit of moral perfection, the cultivation of the virtues of unselfishness, benevolence and understanding, and the laws of Karma. Meanwhile, mindfulness as a core practice in Buddhism can be utilized to improve moral attentiveness and self-monitoring, thereby promoting blood donation intention.