Young adult preference analysis on the attributes of COVID-19 vaccine in the Philippines: A conjoint analysis approach

Ardvin Kester S Ong; Yogi Tri Prasetyo; Fae Coleen Lagura; Rochelle Nicole Ramos; Jose Ma Luis Salazar; Keenan Mark Sigua; Jomy Anne Villas; Thanatorn Chuenyindee; Reny Nadlifatin; Satria Fadil Persada; Kriengkrai Thana

doi:10.1016/j.puhip.2022.100300

Young adult preference analysis on the attributes of COVID-19 vaccine in the Philippines: A conjoint analysis approach

Public Health Pract (Oxf). 2022 Dec:4:100300. doi: 10.1016/j.puhip.2022.100300. Epub 2022 Jul 19.

Affiliations

¹ School of Industrial Engineering and Engineering Management, Mapúa University, 658 Muralla St., Intramuros, Manila, 1002, Philippines.
² Department of Industrial Engineering and Management, Yuan Ze University, 135 Yuan-Tung Road, Chung-Li, 32003, Taiwan.
³ Young Innovators Research Center, Mapúa University, 658 Muralla, St., Intramuros, Manila, 1002, Philippines.
⁴ School of Graduate Studies, Mapúa University, 658 Muralla St., Intramuros, Manila, 1002, Philippines.
⁵ Department of Industrial Engineering and Aviation Management, Navaminda Kasatriyadhiraj Royal Air Force Academy, Bangkok, 10220, Thailand.
⁶ Department of Information Systems, Institut Teknologi Sepuluh Nopember, Kampus ITS Sukolilo, Surabaya, 60111, Indonesia.
⁷ Entrepreneurship Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta, 11480, Indonesia.

Abstract

Objective: Vaccines are utilized to prevent the severity of illnesses like the COVID-19 virus. Currently, there are a lot of COVID-19 vaccines available in the market like Pfizer, Moderna, AstraZeneca, Johnson and Johnson, and Sinovac. This research aimed to analyze the preference on the existing vaccine attributes of COVID-19.

Study design: Specifically, this study considered 7 attributes such as cost, brand, recommendations, efficacy, side effects, vaccine type, and dose.

Methods: A conjoint analysis with orthogonal design was utilized and 865 respondents were participated.

Results: The result showed that consumers considered brand as the highest attribute, specifically Pfizer and Moderna among other brands. Moreover, the efficacy of 90% and higher were the preferred vaccine with 1 in 100 patient side effects reported. It was seen that safety and effectiveness is the priority in choosing a COVID-19 vaccine. Interestingly, the knowledge and understanding of the COVID-19 vaccine was found to drive consumer's preference for the vaccines available.

Conclusions: The findings of this study could be utilized by the government to increase the willingness to be vaccinated. Lastly, the result of this study would pave a way to promote herd immunity to help fight the COVID-19 pandemic worldwide.

Keywords: COVID-19 vaccine; Filipinos; Orthogonal design.