From Hesitancy to Acceptance: An Interpretative Approach to Unravel the Vaccination Motivation Among the Rural...

Our study focuses on vaccination decisions within a collectivistic framework, prioritizing social and behavioral factors over individualistic views amidst COVID-19. Integrating behavioral biases and social ties, we inform targeted public health communication strategies. Examining vaccine uptake in rural India, we use Interpretative Phenomenological Analysis (IPA) to interpret deviations, capturing personal experiences and biases. Through the COM-B model and 25 interviews, we uncover motivations influenced by individual, family, and community factors. Synthesizing findings, we propose tailored public health communication grounded in behavioral psychology. Rather than disregarding biases, we explore their implications for effective interventions. This research advances health communication, particularly benefiting lower-middle-income countries with non-pharmacological approaches.