A descriptive study of the Covid-19 vaccination governmental communications: The influence on consumers’ attitudes and purchase intent.

Abstract

An increasing level of consumer consciousness with regards to medical decision making due to Covid-19, has led to greater vaccine hesitancy amongst South Africans. With a rapidly developed vaccine being released vaccine marketing set out to inform and combat consumers concerns. The objective hereof is to influence consumers opinions towards vaccines. Unbeknown to the topic of vaccine hesitancy is how consumer attitude has a formidable impact on purchase intent. In line with this, the study primarily aims to address the matter of Governmental influence over consumer attitudes toward the Covid-19 vaccine are influencing purchase intent through an interpretivism research approach. This study is developed in a quantitative and cross-sectional nature. The Theory of Planned Behaviour was utilised to develop the foundation of the study as attitude is a key factor throughout. The reviewed literature acknowledged factors that related to vaccine hesitancy, consumer attitude, vaccine marketing and vaccine purchase intent. The study followed an interpretivism approach combined with quantitative data that was evaluated thematically grouping statistical findings. The reason for this was in order to evaluate the extent to which consumer attitude and purchase intent of the Covid-19 vaccine was effected by governmental communications. From a sample of 258 responses, a positive attitude towards the Covid-19 vaccine was displayed. This study contributes to the understanding of attitudinal factors with regards to governmental communications influencing consumer attitudes towards the Covid- 19 vaccine.