Can social marketing undo the COVID-19 infodemic? Predicting consumer preventive health behavior in the marginalized communities in Zimbabwe

Abstract

: This study focuses on predicting preventive health behavior in the marginalized communities in Zimbabwe. The aim of the study was to investigate the determinants of consumer preventive health behavior based on the Coronavirus Disease 2019 (COVID-19) vaccination program in Zimbabwe. Using a convenience sampling procedure and a structured questionnaire, a cross-sectional survey was conducted in the rural districts of Zimbabwe enrolling model assessment through the Confirmatory Factor Analysis and Structural Equation Modeling. The examination of the Health Belief Model (HBM) revealed that perceived benefits, perceived susceptibility, perceived severity, cues to action and self-efficacy positively influenced preventive health behavior (COVID-19 vaccination). However, the influence of perceived barriers was statistically insignificant. The findings of this study are key for governments, healthcare policy makers, health professionals and community educators as they attempt to understand COVID-19 vaccination acceptance from a consumer perspective. This research also enlightens health consumers that the objective of government health programs and social marketing initiatives remains promotion of positive social behaviors that enhance population health and longevity.

Keywords:

• COVID-19 vaccination
• Health Belief Model
• preventive health behavior
• marginalized communities
• Zimbabwe

PUBLIC INTEREST STATEMENT

The COVID-19 pandemic culminated into a global health emergency that resulted in a significant loss of human lives. Extensive social marketing campaigns were launched to tackle COVID-19 vaccine hesitancy caused by public misinformation. This research evaluates the determinants of COVID-19 preventive behavior based on the vaccination rollout program in rural Zimbabwean communities. The results confirm that consumers are more apt to adopt COVID-19 preventive behavior if they believe that it brings adequate health benefits, they feel that they are highly exposed to a serious infection and if they understand that contacting the illness may be life threatening. The belief that one can successfully manage the consequences of the health action (vaccination) and availability of motivating or stimulating conditions also encourage uptake of COVID-19 preventive behavior. The research enlightens governments, health practitioners and community healthcare providers as they attempt to understand consumer preventive health behavior, particularly COVID-19 vaccination acceptance in developing economies.

Acknowledgments

The authors would like to thank all the participants who provided their responses in this study.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Data availability statement

The data used in this research is available at https://data.mendeley.com/datasets/94jg7jkt6n/1

Additional information

Funding

The author(s) reported there is no funding associated with the work featured in this article.

Notes on contributors

Phillip Dangaiso

Phillip Dangaiso is a lecturer at the Zimbabwe Ezekiel Guti University (ZEGU). He is a multi-award winner and this research presents one of his co-authored works. Extensive Social Marketing application amid COVID-19 vaccine hesitancy motivated this research. His research interests are in Social Marketing, Sustainable and Inclusive Development, Services Marketing, Higher Educational Technology, Customer Experience Management, Digital Servicescapes and Relationship Marketing.

Forbes Makudza

Forbes Makudza is a senior lecturer and PhD finalist candidate at the University of Zimbabwe (UZ). He is a seasoned researcher with publications in high impact journals advancing Strategic Marketing, E-Commerce, Entrepreneurial Marketing and Services Marketing. Sinothando Tshuma, Hope Hogo, Nyasha Mpondwe, Courage Masona, Upenyu Sakarombe, Tendai Nedure, Regis Muchowe, Gift Nyathi, Knowledge Jonasi, Tendai Towo, Tendai Manhando and Daniel Tagwirei are lecturers and researchers at universities located in different provinces in Zimbabwe.