Twum, Kojo Kakra, Ofori, Daniel, Agyapong, Gloria Kakrabah-Quarshie and Yalley, Andrews ORCID: https://orcid.org/0000-0003-0822-3316 (2021) Intention to Vaccinate against COVID-19: a Social Marketing perspective using the Theory of Planned Behaviour and Health Belief Model. Journal of Social Marketing, 11 (4). pp. 549-574.

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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.

Keywords

Item Type:	Article
Status:	Published
DOI:	https://doi.org/10.1108/JSOCM-04-2021-0085
School/Department:	York Business School
URI:	https://ray.yorksj.ac.uk/id/eprint/9078

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