Variety of research by nation. Credit score: Administration Overview Quarterly (2025). DOI: 10.1007/s11301-025-00508-6
Throughout Brazil’s COVID-19 vaccination marketing campaign, when a number of manufacturers of vaccines have been obtainable and the Chinese language vaccine was the most typical, an unprecedented phenomenon occurred. Folks crossed neighborhoods and even cities in the hunt for vaccination facilities that administered a particular model of vaccine.
Photographs of individuals getting vaccinated have been posted on social media alongside proud hashtags praising the nationwide well being system, reminiscent of “Long live the SUS” (in reference to the system’s fashionable acronym) and labels reminiscent of “It was Pfizer,” “I got AstraZeneca,” and “I was lucky, I got Janssen.”
In Mexico, a rustic with a historical past of low vaccine hesitancy, the Russian formulation was the popular vaccine. In each India and Iran, there was a choice for domestically produced vaccines. Individuals additionally confirmed a transparent choice for home vaccines in america, even in comparison with these from nations with comparable high quality requirements, reminiscent of the UK and Germany.
“It was a global phenomenon. For the first time, concern about the origin of immunizers was demonstrated. Before the pandemic, no one even knew where they were manufactured. There are no reports or studies on the effect of country of origin on immunizers, a concept already well documented in marketing that refers to the impact that a product’s origin has on consumer decisions and evaluations,” says João Lucas Hana Frade, Ph.D. in Organizational Administration from the Ribeirão Preto Faculty of Economics, Enterprise, and Accounting on the College of São Paulo (FEA-RP-USP).
Frade and a group of colleagues performed a evaluate research that analyzed 52 printed works on the subject of vaccines in 48 nations. The analysis is printed within the journal Administration Overview Quarterly.
“The curious thing is that after the pandemic, the phenomenon was no longer reported. Nevertheless, it’s important to understand these preferences in order to formulate effective public policies, investigating the role of politicians, the media, and influential figures in endorsing vaccines,” he says.
A rustic or a product?
The nation of origin impact is usually noticed in costly or status-related merchandise, reminiscent of wine and automobiles. Vaccines, alternatively, are typically free and are produced to guard society as an entire, not simply those that obtain them.
“When consumers don’t have sufficient technical knowledge to choose a product, they choose to use characteristics of the country of origin to infer the quality of the product. This makes a German car appealing, not exactly because of its engine power or safety, but because it corresponds to the quality standards and status of the country’s products. Apparently, the way vaccines were publicized generated similar insecurities, which led to the country of origin effect in vaccination campaigns,” explains Janaina de Moura Engracia Giraldi, a professor at FEA-RP-USP and advisor for the research.
In consequence, vaccines from nations reminiscent of america, the UK, Russia, and China started to be judged primarily based on their origin, elevating considerations about high quality
“The phenomenon transcended public health, also involving aspects of marketing and psychology, driven by anti-vaccine activism,” says the professor.
Within the research, the researchers recognized comparable patterns in numerous nations, reminiscent of folks’s choice for home vaccines (developed in their very own nations).
“National bias even appeared in countries that didn’t develop vaccines in the early stages of the pandemic, such as Brazil, Japan, and Ghana,” says Frade. There was additionally a transparent choice for Western vaccines, particularly these developed in Germany, the US, and the UK, over Russian or Chinese language choices. This was noticed in a number of areas, together with Europe, Latin America, the Center East, and Asia.
“With the COVID-19 pandemic, the origin of immunizers became a crucial factor in vaccine acceptance. Although there have been previous studies on the effect of country of origin on medicines, they didn’t predict the complex relationship between country of origin and vaccine hesitancy observed in the pandemic context,” says the researcher.
Based mostly on the outcomes, the researchers argue that the nation of origin impact needs to be thought of in future pandemic vaccination campaigns.
“Understanding the country of origin effect is essential for effective health communications. In addition, vaccine manufacturers can strategically emphasize or downplay their country of origin, depending on the perceived benefits or risks associated with it,” says Frade.
Extra info:
João Lucas Hana Frade et al, The country-of-origin impact on vaccination: a scientific literature evaluate and analysis agenda, Administration Overview Quarterly (2025). DOI: 10.1007/s11301-025-00508-6
Quotation:
Research verify affect of nation of origin on belief in COVID-19 vaccines (2025, July 28)
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