Public decisions about COVID-19 vaccines: A UK-based qualitative study

Area of Science:

• Public Health
• Vaccinology
• Health Communication

Background:

• COVID-19 vaccine uptake remains a critical public health objective.
• Understanding public decision-making processes regarding vaccination is essential for effective health strategies.
• Vaccine hesitancy presents a significant challenge to achieving herd immunity.

Purpose of the Study:

• To explore UK public decisions regarding COVID-19 vaccine acceptance, refusal, and hesitancy.
• To identify key facilitators and barriers influencing these decisions among diverse UK residents.
• To inform public health and communication strategies for improving vaccine uptake.

Main Methods:

• Qualitative study employing six online focus groups with 29 diverse UK residents (aged 18+).
• Data collected between March-April 2021 and analyzed using a framework approach.
• Utilized the World Health Organization's vaccine hesitancy continuum model.

Main Results:

• Identified three main facilitators: vaccination as a social norm, a perceived necessity, and trust in science.
• Identified six main barriers: preference for natural immunity, concerns about side effects, perceived lack of information, distrust in government, conspiracy theories, and 'Covid echo chambers'.
• Two reasons for vaccine delay were noted: need for more information and waiting for mandates.

Conclusions:

• Understanding and engaging with public reasons for vaccine decisions is crucial for addressing vaccine hesitancy.
• Public health and health communication professionals can leverage identified facilitators and barriers to enhance COVID-19 vaccine uptake strategies.
• Listening to and validating public concerns, rather than dismissing them, is vital for effective vaccine communication.