Exploring Willingness to Pay for Dengue Vaccine Through the Health Belief Model: A Qualitative Validation Study in Peninsular Malaysia

Dengue fever continues to pose a serious public health threat in Malaysia, underscoring the need for comprehensive preventive strategies, including vaccination. Previous studies have emphasized the critical role of strategic communication in enhancing vaccine uptake, particularly by addressing concerns related to vaccine safety and affordability. These aspects are especially pertinent for low-income groups, where willingness to pay (WTP) is significantly influenced by economic constraints. Additionally, government subsidies and tiered pricing models have emerged as key determinants of WTP for the dengue vaccine. Socioeconomic and psychological factors also play a crucial role in shaping public attitudes toward vaccination. This study was conducted to explore the willingness to pay for dengue vaccine by the community in Peninsular Malaysia and to validate a proposed behavior model based on the Health Belief Model (HBM), using qualitative data. Focus group discussions (FGDs) were carried out with seven experts, all of whom were experts in science, technology and health. The data were transcripted and analyzed thematically. This study found the expert's validation on four prominent factors of HBM that significantly influence the behavior of Willingness to Pay the dengue vaccine. These factors include- perceived severity, self-efficacy, perceived barriers, and cues to action. Understanding these factors is vital for policymakers aiming to design targeted interventions that enhance vaccine uptake. Moreover, health communicators can leverage these insights to develop evidence-based strategies that effectively address public concerns. The study recommends that future research incorporate quantitative methods to validate these findings and build a robust predictive model of WTP for the dengue vaccine in Malaysia, thereby supporting informed policy and communication strategies.