Abstract
Since the first decade of the 21st century, there have been considerable advances in organ donation procedures performed by SUS in Brazil, but the demand for donations is still higher than the organs supply. This paper aims to describe and analyze the main factors that influence the intention to donate organs according to the perception of individual donors, non-donors and potential donors. This research is quantitative, where 581 participants answered the structured questionnaire, whose analysis was made by Structural Equation Modeling. The final model presented the 'Intent to donate organs' as a dependent construct, which is influenced by the 'Subjective Rule' and 'Attitude related to organ donation', and presented the influence of the constructs 'Attitude related to organ donation in life' and 'Social marketing campaigns'. The construct 'Social Marketing Campaigns' showed considerable dependence on 'campaign appeal'. It was concluded, therefore, that the intention to donate organs can be understood as a construct of high emotional burden, in which altruism and the possibility of reestablishing a life from donation make themselves present.