Table 2 Qualitative results: frequency of recurrent key issues for donors and non-donors

 a personal responsibility

11

… a personal responsibility

10

 a form of altruism

9

… a form of altruism

9

 a moral obligation

6

… a moral obligation

3

The donor is a person …

Frequency

The donor is a person …

Frequency

 with a healthy lifestyle

7

...fear

13

 altruistic

6

...with a healthy lifestyle

6

 responsible

2

...altruistic

4

...responsible

3

...courageous

2

Motivations to donate

Frequency

Motivations not to donate

Frequency

personal values

7

Fear

8

to help friends/family members

6

Requisites to donate

3

external influences

2

Transparency

2

Interest

2