Results: five core themes and their respective subthemes
| Core theme | Subthemes |
| Theme 1 Attitudes towards blood | ‘Universal’ physiological purpose |
| Ownership of blood | |
| Blood as renewable | |
| Cultural symbols | |
| Theme 2 Blood donations as ‘a good thing’ | Benefit to others |
| Benefit to self | |
| Effortless | |
| Religion | |
| Theme 3 Donation disincentives | Fears and concerns |
| Lack of awareness | |
| Lack of accessibility | |
| Lack of impetus | |
| Social norms | |
| Theme 4 Recipient matters | ‘Seeing the fruits of your goodwill’ |
| ‘Family first’ | |
| Help for all | |
| Theme 5 Donor matters | Preference for family donors |
| Donor’s health matters | |
| Donor’s character matters | |
| Feelings towards the donor |