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Purpose The purpose of this paper is to identify the factors that affect Generation Z behavior in the adoption of the COVID-19 Vaccine. Design/methodology/approach Qualitative data was collected using 30 in-depth interviews from University students, using purposive sampling and the data was subjected to thematic analysis. The interview was done through the Zoom application. Findings The results reveal that the key variables that expedite the adoption process among Generation Z is Observability, Country of Origin, Brand and Word of mouth. Observability is the most influential variable, followed by word of mouth in the adoption of the vaccine. This study holds much importance to the marketers, to come up with carefully orchestrated campaigns to demonstrate the success of the vaccine, which could influence a faster rate of adoption. Research limitations/implications The research is limited to University students who belong to Generation Z, the studies on other demographic groups could reveal other interesting insights. A quantitative study examining the relationship of the adoption and other variables will conform to the results of the study. Practical implications The study will allow marketers to come up with effective promotion strategies to encourage the adoption of the COVID 19 vaccine. The emphasis should be given to triggering word of mouth and improving the observability of the effectiveness of the vaccine. Social implications The strategies to encourage the adoption of the vaccine could result in reducing the effects of pandemics and further spread of the virus. Originality/value This study holds much importance to the marketers to come up with carefully orchestrated campaigns to demonstrate the success of the vaccine, which could influence a faster rate of adoption. The study also contributes to the consumer behavior literature by addressing the existing research gap. |
