COVID-19 vaccine intentions in Aotearoa New Zealand: Behaviour, risk perceptions, and collective versus individual motivations

Abstract

Decades of research have established a broad range of demographic, social, cognitive, and behavioural factors which influence peoples’ uptake of vaccinations, including a large amount of research in the last two years focused on COVID-19 vaccination in particular. In this study, we surveyed people in New Zealand (N = 660) in May and June of 2021, at which point the vaccine had been made available to high-risk groups. We explored individual versus collective motivations, finding that people who were hesitant about COVID-19 vaccination scored lower on independent self-construals (how people define themselves) but higher on community identity, weaker but still positive perceived social norms, lower general risk of COVID-19 to New Zealanders and higher vaccine risk for both themselves and others, and lower response-efficacy both for personal and collective benefits. Overall, the findings suggest some benefit of collective over individual appeals, but that generally messaging to encourage vaccination should focus on conveying social norms, risk from COVID-19 broadly, and vaccine safety and efficacy.