Original Research

Social norms and vaccine uptake: College students' COVID vaccination intentions, attitudes, and estimated peer norms and comparisons with influenza vaccine

April 2021

This study involved an online survey of 647 college students in the Northwest U.S. to analyze their intentions of getting vaccinated against COVID-19 and the flu. The researchers asked important questions regarding social norms surrounding vaccination. Significantly more students were willing to get vaccinated for COVID than for the flu and perceived COVID vaccination was significantly more important than influenza vaccination. Multiple regression models indicated that estimated social norms were positively associated with participants’ own intentions and perceived importance of getting a COVID vaccine. These significant associations highlight the potential value in developing and testing norms-based intervention strategies, such as personalized normative feedback, to improve uptake of forthcoming COVID vaccines among young adults.