Unravelling emotionally driven vaccine behaviour

This research examines the relationship between consumer perceptions of value regarding vaccines and positive emotions, focusing on the role of consumer hope in shaping vaccination intentions and behaviour. While prior studies have emphasised negative emotions such as fear, anxiety, and loneliness (Nicola et al., 2020; World Health Organization, 2020; Yu et al., 2011), this study addresses the underexplored influence of hope in the vaccination context. A conceptual model is presented, in which consumer hope mediates the relationship between perceived value of vaccines and intention to use a vaccine. The study also includes implementation intention as a key variable linking intention to actual vaccine use. Grounded in the Theory of Planned Behaviour (Ajzen, 1985) and extending the Health Belief Model (Becker, 1974), the research incorporates emotional, price, and quality dimensions of perceived value providing a more nuanced understanding of vaccine decision-making. To test the model, statistical analyses are conducted, including t-tests, goodness-of-fit statistics, and path analysis, to examine relationships within the conceptual framework. In addition, fuzzy-set Qualitative Comparative Analysis (fsQCA) is performed and compared with Structural Equation Modelling (SEM) results, offering a comprehensive, multi-method understanding of the findings.
This research offers practical insights for social marketers, policymakers, and academics to support the design of emotionally resonant, value-driven interventions that address vaccine hesitancy and promote vaccine use among health consumers.

This work © 2025, Ibne Ali Hussain.