Intention to Vaccinate against COVID-19: a Social Marketing perspective using the Theory of Planned Behaviour and Health Belief Model

Abstract

Purpose This study examines the factors influencing intention to vaccinate against COVID-19 in a developing country context using the theory of planned behaviour (TPB) and health belief model (HBM). Design/methodology/approach Through a cross-sectional survey design, the study adopted a quantitative approach to data collection and analysis. The study used an online survey to collect data from 478 respondents eligible to take the COVID-19 vaccine in Ghana. Findings Attitude, social norm, perceived behavioural control, perceived susceptibility and cues to action were found to be predictors of COVID-19 vaccination intention. The results also showed that perceived severity, perceived benefits and perceived barriers did not predict COVID-19 vaccination intention. Practical implications To enhance the effectiveness of COVID-19 social marketing campaigns, social marketing theories such as the TPB and HBM can aid in assessing the intention of the target population to take the vaccines. An assessment of vaccination intention will help understand disease threat perception and behavioural evaluation. The consideration of the effect of demography on vaccination intention will aid in developing effective campaigns to satisfy the needs of segments. Originality/value This study adds to the limited research on understanding citizens’ intention to vaccinate against COVID-19 by combining the TPB and HBM to predict vaccination intention. The study contributes towards the use of social marketing practices to enhance the efficacy of vaccination campaigns.

The level and determinants of COVID-19 vaccine acceptance in Ghana

“…The rate recorded in this study is much lower than the 83% reported in a similar study conducted in Ghana [52] prior to the initiation of vaccine administration in the country. However, much lower acceptance rates (51% and 54%) have been recorded in other studies conducted in Ghana among the general population [32,33].…”

“…Similar to the existing literature in Ghana [52], perceived severity did not significantly predict the decision to accept COVID-19 vaccines. This may be due to the low numbers of recorded deaths in the country compared with other countries and hence, people may have the tendency to think that even if they contract the virus they will recover.…”

“…However, not much is known about the acceptance of the COVID-19 vaccines among the general population. Existing studies in Ghana have examined the intention of the general population [32,33,51,52] and health workers [53,54] to vaccinate against COVID-19. However, these studies were conducted during the period vaccines had not been rolled out in Ghana.…”

Menguji Faktor-Faktor Yang Mempengaruhi Niat Vaksinasi Halal Covid-19 Masyarakat Muslim

“…TPB is admittedly believed to be able to contribute and encourage a person's intention in getting vaccinated strongly (Twum et al, 2021). And attitude is one that is included in this theory (Chun et al, 2021, p. 3).…”

Analysis of beliefs about vaccine adhering against Covid-19 in a group of young Brazilians

“…Com base na TAP e no modelo de crenças em saúde, a pesquisa concluiu que 83% dos entrevistados estavam suscetíveis a tomar a vacina, e que os principais preditores da intenção foram as normas sociais e a facilidade ou dificuldade em tomar a vacina. O construto intenção sofreu variação significativa em pessoas de diferentes religiões (católica, muçulmana, outras religiões) e não apresentou variações signficativas quanto ao sexo e a idade (Twum;Ofori;Agyapong;& Yalley, 2021).…”