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

Kojo Kakra Twum (Department of Business Administration and Economics, Presbyterian University College, Abetifi, Ghana and Department of Marketing and Supply Chain Management, School of Business, University of Cape Coast, Cape Coast, Ghana)
Daniel Ofori (Department of Marketing and Supply Chain Management, School of Business, University of Cape Coast, Cape Coast, Ghana)
Gloria Kakrabah-Quarshie Agyapong (Department of Marketing and Supply Chain Management, School of Business, University of Cape Coast, Cape Coast, Ghana)
Andrews Agya Yalley (Department of Marketing and Supply Chain Management, School of Business, University of Cape Coast, Cape Coast, Ghana)

Journal of Social Marketing

ISSN: 2042-6763

Article publication date: 9 August 2021

Issue publication date: 23 November 2021

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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

Acknowledgements

Funding: The authors did not receive any funding for this research.

Availability of data and materials: The data set used in this paper is available and accessible upon request.

Declaration of competing interest: Authors declare they have no competing interests.

Citation

Twum, K.K., Ofori, D., Agyapong, G.K.-Q. and Yalley, A.A. (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, Vol. 11 No. 4, pp. 549-574. https://doi.org/10.1108/JSOCM-04-2021-0085

Publisher

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Emerald Publishing Limited

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