Individual Preferences for Influenza Vaccine in Iran: A Discrete Choice Experiment

Background and Aims Influenza vaccination is a key preventive measure against seasonal influenza. Understanding public preferences for influenza vaccine attributes is essential for designing effective vaccination strategies. This study examined individuals’ preferences for influenza vaccine attributes in Iran and identified factors associated with vaccine choice. Methods A discrete choice experiment (DCE) was conducted among 226 adults in Tehran province between September and December 2024. Seven vaccine attributes were evaluated: effectiveness, risk of severe side effects, risk of mild side effects, number of doses, duration of protection, location of manufacture, and price. Conditional and mixed logit models were used to estimate participants’ preferences, and model performance was assessed using the log‐likelihood, Akaike information criterion (AIC), and Bayesian information criterion (BIC). Results Vaccines with higher effectiveness were more likely to be selected, whereas higher risks of severe side effects and higher prices were associated with a lower likelihood of vaccine selection. The risk of mild side effects, duration of protection, and location of manufacture showed limited or no association with vaccine choice in the conditional logit model, although the mixed logit model suggested a lower preference for domestically manufactured vaccines. Preference heterogeneity was observed, with age, marital status, education, and health insurance status being associated with differences in preferences for specific vaccine attributes. Conclusion Vaccine effectiveness, safety, and affordability appeared to be the most important attributes associated with influenza vaccine choice in this study. These findings suggest that public health strategies emphasizing vaccine effectiveness and safety while improving affordability may help increase influenza vaccine uptake in Iran.