COVID‐19 vaccines and anti‐consumption: Understanding anti‐vaxxers hesitancy
通过53个访谈，从反消费视角分析COVID-19疫苗犹豫的两大因素：稳定因素（政治和哲学反对）和情境因素（信息过载、品牌和原产地效应影响的风险收益比），为公共政策制定者和社会营销者提供建议。
Anti-vaccination sentiment and vaccine hesitancy are on the rise. This is unfortunate given the world's coronavirus disease 2019 (COVID-19) pandemic response plan relies on a global vaccination program the likes of which has never been attempted. Using an anti-consumption lens, this study utilizes a qualitative approach and 53 interviews revolving around people's attitudes towards the COVID-19 vaccination plan. The findings reveal that COVID-19 vaccination hesitancy comes from two major factors: stable factors and contextual factors. Stable factors refer to factors that are consistently found in anti-vaccination movements and include political and philosophical opposition. Contextual factors refer to factors that are highly dependent on the COVID-19 situation and relates to a negative benefit to risk ratio informed by information overload and the influence of marketing phenomena such as branding and country of origin effects. Finally, theoretical and managerial contributions are offered for public policymakers and social marketers.