The disparity between the demand for organ donation and individuals’ intention to donate in China is substantial. Media plays an increasingly pivotal role in bridging this gap by shaping public attitudes and intentions toward organ donation. This study aims to explore the differential impacts of various information acquisition modes on this dynamic. Utilizing an online survey with 420 quota sampling among mainland Chinese residents, we constructed a serial mediation model to test the proposed model. The findings reveal that information scanning, seeking, and discussion regarding organ donation are positively associated with the intention to donate organs through improving knowledge and increasing consent for organ donation. Moreover, information seeking is directly associated with a positive attitude toward organ donation, while information discussing directly increases the intention to donate organs.