Voluntary, non-remunerated donors are the backbone of Indonesia’s blood donation system. But as the older donors continue to age, it is vital that young adults pick up the slack. Based on this need, this study examines the influence of beneficiary-related information richness and peer influence in affecting trust in PMI (Indonesian Red Cross), resulting in blood donation intention. Despite numerous studies investigating blood donation intention, research examining the role of peers amongst young adults remains limited. To test the research model, an online questionnaire was distributed to Indonesian blood donors between 17-35 years of age. Using variance-based structural equation modeling (SEM) or PLS-SEM, 200 valid questionnaires were analyzed using SmartPLS 4.0. The findings indicated that beneficiary-related information richness and peer influence have a significant positive influence on trust in PMI. However, beneficiary-related information richness does not have a direct impact on blood donation intention. Trust in PMI is proven to mediate the relationships between beneficiary-related information richness and peer influence toward blood donation intention.