Quantitative survey reveals health beliefs and trust drive vaccine adoption in Generation Z, highlighting the importance of tailored social marketing campaigns.
Key Points
To examine the factors influencing vaccine hesitancy among Generation Z and assess the role of social marketing campaigns.
Administered structured quantitative questionnaires to Generation Z residents in Riyadh and Jeddah, Saudi Arabia.
Applied the Health Belief Model framework using Bayesian structural equation modeling to analyze behavioral determinants and moderating effects.
Perceived susceptibility and perceived severity positively influenced vaccine adoption, whereas perceived barriers exerted a negative effect.
Cues to action and perceived effectiveness had no direct effect on adoption but were positively moderated by trust and expert recommendations, respectively.
Cite This Study
Alabdulrahman et al. (2026) studied this question.