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Aotearoa New Zealand Public Attitudes and Intentions for COVID-19

Vaccination: March 2021

Research · March 2021

DOI: 10.13140/RG.2.2.15555.12327

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Table of Contents
Introduction .................................................................................................................................... 3
Executive Summary ......................................................................................................................... 4
1. Intention to Get Vaccinated Against COVID-19 .......................................................................... 9
2. Changes in Public Intentions between June-July 2020 to February-March 2021 .................... 12
3. Reasons to Get Vaccinated Against Coronavirus ...................................................................... 14
4. Support for Social and Financial Restrictions ........................................................................... 16
5. Attitudes Towards Getting a COVID-19 Vaccine ....................................................................... 17
6. Social Norms for COVID-19 Vaccination ................................................................................... 18
7. Previous Vaccination Refusal .................................................................................................... 19
8. Social Media Misinformation and Vaccine Hesitancy ............................................................... 20
Survey Method.............................................................................................................................. 22
Sample Demographics .................................................................................................................. 23
References .................................................................................................................................... 24
Introduction

Aotearoa-New Zealand Public Attitudes and Intentions for COVID-19 Vaccination: March
2021

This report is based on findings from a national survey conducted by the School of
Communication, Journalism & Marketing—Te Pou Aro Kōrero, Massey University and fielded
by Qualtrics. Interview dates: February 15 to March 6, 2021. Interviews: 1083 adults (18+).
Average margin of error: +/- 3 percentage points at the 95% confidence level. The research was
funded by Massey University. See Survey Method below for more information.

Research Lead

Jagadish Thaker (JT), PhD

School of Communication, Journalism & Marketing | Te Pou Aro Kōrero

Massey Business School | Kaupapa Whai Pakihi
Massey University | Te Kunenga ki Pūrehuroa

Cite as

Thaker, J. (2021). Aotearoa-New Zealand Public Attitudes and Intentions for COVID-19
Vaccination: March 2021. Wellington, New Zealand: Massey University.
Executive Summary
An unprecedented scientific endeavour has led to the development of a number of COVID-19
vaccines in a short time, only one year after the COVID-19 pandemic was declared in January
2020 (Bloomfield, 2021; Zimmer et al., 2021). Several countries have begun administrating these
vaccines to the public. New Zealand has initiated its largest vaccination programme, inoculating
the boarder workforce and their families first, to be followed by general public later in 2021.

Yet the challenge of public vaccination prevails with a segment of the population hesitant or
sceptical about the safety and the benefits of COVID-19 vaccines (Fadda et al., 2020; Figueiredo
et al., 2020; Palamenghi et al., 2020; Rhodes et al., 2014; Thaker, 2021b; Verger & Dubé, 2020).
In a survey conducted in 19 countries, COVID-19 vaccine acceptance ranged from 90% in Asian
countries such as China to less than 55% in countries such as Russia (Lazarus et al., 2021). In
New Zealand, about a quarter of the public are either hesitant or sceptical towards COVID-19
vaccination (Ministry of Health, 2021; Thaker, 2021a).

Drawing on a national survey data (N = 1083), this report updates findings from a similar
national survey conducted in June-July 2020 (Menon & Thaker, 2020). This report includes new
questions including measures to understand if exposure to social media misinformation on
COVID-19 is associated with decline COVID-19 vaccine intentions (Loomba et al., 2021).
1. Just Over Half of New Zealanders Say They Will ‘Definitely’ Take A Covid-19 Vaccine

• Just one in two New Zealanders (56%) say ‘Yes, definitely’ when asked about accepting
a COVID-19 vaccine
• Two in ten (22%) say they are ‘Unsure, but leaning towards YES’
• About one in ten (12%) say ‘Unsure, but leaning towards NO’
• One in ten New Zealanders (10%) say ‘No, definitely not’ to taking a COVID-19 vaccine
• Pasifika (22%, ‘No, definitely not’) and Māori (13%) are more likely to refuse COVID-
19 vaccine compared to the European New Zealanders (9%) and Asians (7%)
• Men, old, and highly educated say are more likely to take a COVID-19 vaccine

2. More Than Six in Ten New Zealanders Say They Will ‘Definitely’ Take A COVID-19
Vaccine to Protect Others

• A majority of New Zealanders (64%) say ‘Yes, definitely’ when asked about accepting a
COVID-19 vaccine to protect family, friends, at-risk groups
• Two in ten (20%) say they are ‘Unsure, but leaning towards YES’
• One in ten (11%) choose, ‘Unsure, but leaning towards NO’
• Only a small minority (5%) outrightly deny taking a COVID-19 vaccine, say ‘No,
definitely not’ to taking a vaccine to protect others
• No significant difference between the different ethnic groups on COVID-19 vaccination
intention: Pasifika (4%, ‘No, definitely not’), Māori (7%), European New Zealanders
(4%) and Asians (6%) on taking a vaccine to protect others

3. Less Than Half of New Zealanders Are ‘Definitely’ Willingly to Put Their Name on A
List to Be Vaccinated First

• Just over four in ten (43%) say they will ‘definitely’ put their name on a list to be
vaccinated first
• About a quarter (24%) say they are ‘Unsure, but leaning towards YES’
• More than one in ten (13%) choose, ‘Unsure, but leaning towards NO’
• One in five (20%) say ‘No, definitely not’ to putting their name on a list to be vaccinated
first

3. Information About Vaccine Safety, Seeing Others Take the Vaccine First, Doctor’s
Recommendations Can Change Public Mind On COVID-19 Vaccine

• Among those who are hesitant or sceptical, need for more vaccine safety data (38%) was
the most frequently cited information they need to change their mind on COVID-19
vaccine
• About one in three (29%) want social proof or seeing other take the COVID-19 vaccine
first
• A quarter (25%) want more information from the government
 • One in four (25%) want their doctor to tell them vaccine is safe
• One in ten (10%) say they need a trusted family member or a friend to them more about
vaccination to change their mind on COVID-19 vaccine

4. Changes in Public Intentions to COVID-19 Vaccination Between June-July 2020 To

February-March 2021

• Three in four New Zealanders say they would get vaccinated against coronavirus when
one becomes available (75%). The proportion of New Zealanders who say they will take
the COVID-19 vaccine when available is relatively stable compared to June-July 2020
(74%), when there was high uncertainty about vaccine development and availability
• Māori (66%) and Pasifika (69%) have lower intention to get vaccinated against
coronavirus compared to the European New Zealanders (77%) and Asians (81%). This is
largely similar to June-July 2020 survey
• Men are more likely (80%) to say they will get vaccinated against the coronavirus than
females (71%). Older and more educated respondents are more likely to say they will
take a COVID-19 vaccine, similar to June-July 2020 survey

3. Protecting Self, Family, And Community Are the Biggest Reasons to Get Vaccinated
Against Coronavirus

• The three biggest reasons for most New Zealanders to get vaccinated against coronavirus
are to protect themselves (70%, 62% in June-July 2020), their family (64%, 62% in June-
July 2020) and their community (59%, 49% in June-July 2020)
• More than half of the New Zealanders want to get vaccinated against coronavirus because
they feel a vaccine is the best way to avoid getting seriously ill (52%), feel safe around
other people (53%), and that their life won’t go back to normal until most people are
vaccinated (51%)

4. Vaccine Safety and Side Effects Are Top Concerns Against Coronavirus Vaccination

• About two in ten New Zealanders say they need more time to ensure the safety of the
vaccine (16%, 18% in June-July 2020), are concerned about the possible side effects
from the vaccine (16%, same in June-July 2020)
• More than one in ten say they would refuse a COVID-19 vaccine as it is a new, untested
technology (13%) and that the vaccine was developed too fast (13%)

5. A Majority of New Zealanders Support Imposing Restrictions Against People Who

Refuse COVID-19 Vaccine

• Three in five New Zealanders support imposing international travel ban (65%) and
restricted entry to public places (55%) for people who refuse to get vaccinated against
coronavirus if vaccination was made mandatory
 • Half of New Zealanders support imposing restrictions on children of those who have not
been vaccinated against coronavirus, such as attending school (47%)
• There is less support for financial restriction such as higher tax rate (24%) and reduced
pay (22%)
• There is a slight increase in support for travel ban and a decrease in higher tax rate and
reduced pay compared to June-July 2020 survey

6. A Majority of New Zealanders Express Positive Attitudes Towards Covid-19 Vaccine

• When asked about their feelings towards getting a COVID-19 vaccine on a seven-point
bipolar scale, a majority of New Zealanders expressed favourable attitudes
• A majority feel that a COVID-19 vaccine is Valuable, Good, Beneficial, Effective,
Desirable, Safe, and Pleasant

7. A Majority of New Zealanders Perceive Strong Social Norms for COVID-19

Vaccination

• Seven in ten (67%) New Zealanders say that most of their family and friends will take a
COVID-19 vaccine when available. Only a minority (14%) say they somewhat disagree
(9%) or strongly disagree (5%) and another 19% do not express an opinion (“neither”)
• More than seven in ten (72%) say that most people who are important to them approve of
getting a COVID-19 vaccine when available. A minority (10%) say they somewhat (6%)
or strongly disagree (4%) and another 18% express no opinion
• More than seven in ten (72%) say that they strongly agree (45%) or somewhat agree
(27%) that doctors would think that they should get a COVID-19 vaccine when available.
A minority (7%) somewhat or strongly disagree and another 21% express no opinion

8. A Minority of New Zealanders Say They Have Previously Refused Vaccination and Have
Refused Vaccination for Their Children

• Almost one in six New Zealanders say that they have previously refused to get vaccinated
(15%, 16% in June-July 2020)
• A small minority of New Zealanders say that they have previously refused vaccination to
their children (9%, 10% in June-July 2020)

9. About a Quarter Say They Are Less Inclined to Get a COVID-19 Vaccine When Exposed
to Misinformation

• One in four (24%) say they are either much less (11.5%) or a little less (12.4%) inclined
to get a COVID-19 vaccine after seeing a widely circulated misinformation post on social
media about safety of the COVID-19 vaccines. About half (49%) say they are no more or
less inclined to get vaccine. About three in ten say they are a little more (11%) or much
more (17%) inclined to get vaccinated
• Similarly, two in ten say they are much less (7%) or a little less (13%) inclined to get a
COVID-19 vaccine after seeing information, a published news report, about a parent who
refuses to vaccinate against COVID-19 even though they are generally vaccine
compliant. Over half (59%) say they are no more or less inclined to get vaccine. A
minority say they are a little more (8%) or much more (13%) inclined to get vaccinated
after viewing a real news report that was later taken down from the website but made it to
print edition
• Only a minority, one in ten (10%), say they are much less (5.4%) or a little less inclined
(5%) after seeing a government announcement about vaccine approval and rollout. Four
in ten (36%) say it did not change their inclination. One in two (52%) say they are a little
more (24%) or much more inclined (30%) to vaccinate after seeing the ‘Unite Against
COVID’ Facebook post
• Compared to the groups exposed to either outright misinformation on social media or
hesitancy in a newspaper article, respondents who viewed the government approval social
media post were more inclined to get vaccinated
1. Intention to Get Vaccinated Against COVID-19
Just over half of the New Zealand public say they will ‘definitely’ take COVID-19 vaccine to
protect themselves. Two in ten (22%) say they are ‘Unsure, but leaning towards YES’. About
one in ten say ‘Unsure, but leaning towards NO’ (12%) and a similar proportion, (10%) say ‘No,
definitely not’ to taking a vaccine.

Pasifika (22%, ‘No, definitely not’) and Māori (13%, ‘No, definitely not’) are more likely to
‘definitely’ refuse COVID-19 vaccine compared to the European New Zealanders (9%) and
Asians (7%).

Men, older, and highly educated are more likely to take a COVID-19 vaccine

More than six in ten (64%) New Zealanders say they will ‘definitely’ take a COVID-19 vaccine
to protect family, friends, at-risk groups. A minority say they are ‘Unsure, but leaning towards
YES’ (20%), ‘Unsure, but leaning towards NO’ (11%), and a small minority say they will
‘definitely’ not take a vaccine. There is no significant difference between the different ethnic
groups on vaccine denial if it meant protecting others: Pasifika (4%, ‘No, definitely not’), Māori
(7%), European New Zealanders (4%) and Asians (6%).

Only about four in ten (43%) say they will ‘definitely’ put their name on a list to be vaccinated
first.

COVID-19 Vaccine Intention

64

56

50
43

22 24
20 20

12 13
10 11
5

Accept vaccine for Protect others Name on a vaccine list

onself
Yes, definitely Unsure, but leaning towards YES
Unsure, but leaning towards NO No, definitely not
 COVID-19 Vaccine Intention for Self by Ethnicity

60%
56%

50% 46%
41%

30% 28%
24%
19%

22%
16% 13%
12% 9% 7%
9% 7%
0%
European New Māori Pasifika Asian
Zealander

Yes, definitely Unsure, but leaning towards YES

Unsure, but leaning towards NO No, definitely not

COVID-19 Vaccine to Protect Others by Ethnicity

65% 65%
63%
54%
50%

31%
24%
18% 19%

12% 11% 7% 11%

5%
4%
5% 6%
0%
European New Māori Pasifika Asian
Zealander
Yes, definitely Unsure, but leaning towards YES
Unsure, but leaning towards NO No, definitely not
Among those who are hesitant or sceptical, when asked what information they need to change
their mind, need for more vaccine safety data (38%) was the most frequently cited informational
need, followed by social proof or seeing other take the COVID-19 vaccine first (29%), more
information from the government (25%), their doctor’s recommendation (25%), and more
information from trusted family or friend (10%)
2. Changes in Public Intentions between June-July 2020 to February-
March 2021
COVID-19 Vaccination Intentions Remain Stable from June-July 2020 to February-March
2021

More than seven in ten New Zealanders are willing to get vaccinated against COVID-19 when
one becomes available (75%). A similar proportion (74%) said they will get vaccinated in June-
July 2020.

Men (80%, 78% June-July 2020) were more likely to say they will get vaccinated against the
coronavirus than females (70%, 71% June-July 2020). Older and more educated respondents
were more likely to say they will take a COVID-19 vaccine.

Intention to get COVID-19 Vaccine

100
Yes No

74 75

50

26 25

0
June-July 2020 Feb-March 2021
If a coronavirus vaccine were available soon, what would you do?
I will get vaccinated against the coronavirus, when one becomes available
Māori (66%) and Pasifika (69%) have lower intention to get vaccinated against coronavirus
when one becomes available compared to the European New Zealanders (77%) and Asians
(81%). This is largely similar to June-July 2020 survey.

Intention to get COVID-19 Vaccine

100
June-July 2020 June-July 2020 June-July 2020 Feb-March 2021
81 81
76 77
70 69
64 66

50

0
European New Zealander Māori Pasifika Asian and Others

I will get vaccinated against the coronavirus, when one becomes available
3. Reasons to Get Vaccinated Against COVID-19
Protecting Self, Family, and Community are the Most Frequently Cited Reasons to Get
Vaccinated Against Coronavirus

Vaccine Side Effects, Additional Time to Ensure Vaccine Safety, Rapid Vaccine
Development, Untested Technology are the Most Frequently Cited Reasons to Not Get
Vaccinated Against the Coronavirus
 Reasons to Decline COVID-19 Vaccine by Ethnicity

21
20
20 19 19
18
17
16 16 16
15 15 15
14
13 13
12 12

10
8
7
6

0
Overall (N=1083) Māori (n=177) Pasifika (n=83) European New Zealanders
(n=666)

I need more time to be sure about the safety of the vaccine

I would be concerned about the side effects from the vaccine
It is a new untested technology
The vaccine was developed too fast
I would be concerned about getting infected with coronavirus from the vaccine
4. Support for Social and Financial Restrictions
A Large Proportion of New Zealanders Support Imposing Restrictions Against People
Who Refuse to Get Vaccinated Against COVID-10

Three in five New Zealanders support imposing international travel ban (65%) and restricted
entry to public places (55%) for people who refuse to get vaccinated against coronavirus. Half of
New Zealanders support imposing restrictions on children of those who have not been vaccinated
against coronavirus from attending school (47%). There was less support for financial restriction
such as higher tax rate (24%) ad reduced pay (22%). There is a slight increase in support for
travel ban and a decrease in higher tax rate and reduced pay compared to June-July 2020 survey.

Support for Social Restrictions

65 Strongly/somewhat support 2020

61 Strongly/somewhat support 2021
57
55
50
50 47

30
28
24
22

0
Ban from travelling Restricted entry to Restrictions to send Higher tax rate Reduced pay
abroad public places such their children to
as beaches, parks, school
swimming pools

Some people say that vaccination against coronavirus, when available, should be mandatory to all while
others say it should be a personal choice. If the vaccine becomes mandatory, how much do you support or
oppose the following proposed government actions for people who refuse to get vaccinated?
5. Attitudes Towards Getting a COVID-19 Vaccine
A Majority of New Zealanders Express Favourable Attitudes Towards Getting a COVID-9
Vaccine

When asked about their feelings towards getting a COVID-19 vaccine on a seven-point bipolar
scale, a majority of New Zealanders expressed favourable attitudes. Specifically, they feel that
the vaccines are Valuable (M = 5.28), Good (M = 5.19), Beneficial (M = 5.16), Effective (M =
5.07), Desirable (M = 4.96), Safe (M = 4.94), and Pleasant (4.22).

To what extent do you feel that getting a COVID-19 vaccine will be…
6. Social Norms for COVID-19 Vaccination
A Majority of New Zealanders Perceive Strong Social Norms for COVID-19 Vaccination

Social Norms about COVID-19 Vaccination

Strongly agree
Somewhat agree
Neither
Somewhat disagree
Strongly disagree
50
45
44

37

31
29
27
25 21
19
18

9
6 5
4 3 4

0
Doctors would think that I Most people who are important Most of my family and friends
should get a COVID-19 vaccine to me would approve of my will take a COVID-19 vaccine
when available getting a COVID-19 vaccine when available
when available
7. Previous Vaccination Refusal
A Minority of New Zealanders Say They Have Previously Refused Vaccination and
Refused Vaccination to Their Children

Previous Vaccination Refusal

20
Strongly/somewhat agree 2020
Strongly/somewhat agree 2021
16
15

10 9 9

0
I have previously refused to get vaccinated I have previously refused to get my child
vaccinated
8. Social Media Misinformation and COVID-19 Vaccine Hesitancy
About One in Five say they are Less Inclined to Get COVID-19 Vaccine when Exposed to
Misinformation

The respondents were randomly selected (proportional to gender, age, ethnicity quotas) to see
one of the three graphics below:

(1) a widely shared vaccine misinformation social media post, including by a New Zealand party,
that the vaccine will interfere with genetic material

(2) a newspaper article detailing a mom’s concern to vaccinate son against COVID-19 who
otherwise is vaccine compliant, which was later taken down online but made it to the print

(3) and a social media post from ‘Unite Against COVID’, a government Facebook page,
announcing vaccine approval and rollout.

One in four (24%) say they are much less (11.5%) or a little less (12.4%) inclined to get a
COVID-19 vaccine after seeing a widely circulated misinformation post on social media about
safety of the COVID-19 vaccines. About half (49%) say they are no more or less inclined to get
vaccine. About three in ten say they are a little more (11%) or much more (17%) inclined to get
vaccinated
Similarly, two in ten say they are much less (7%) or a little less (13%) inclined to get a COVID-
19 vaccine after seeing information, a published news report, about a parent who refuses to
vaccinate against COVID-19 even though they are generally vaccine compliant. Over half (59%)
say they are no more or less inclined to get vaccine. A minority say they are a little more (8%) or
much more (13%) inclined to get vaccinated after viewing a real news report that was later taken
down from the website but published in the newspaper

Only a minority, one in ten (10%), say they are much less (5.4%) or a little less inclined (5%)
after seeing a government announcement about vaccine approval and rollout. Four in ten (36%)
say it did not change their inclination. One in two (52%) say they are a little more (24%) or much
more inclined (30%) to vaccinate after seeing the ‘Unite Against COVID’ Facebook post

Misinformation and Vaccine Hesitancy

G ovt V a c c i n e A p p r ova l
5 5 36 24 30
Message

He s i t a n c y i n N e w s p a p e r 7 13 59 8 13

M i s i n for m a t i on on
12 12 49 11 17
S oc i a l M e d i a

Much less inclined to be vaccinated A little less inclined to be vaccinated

No less or more inclined to get vaccinated A little more inclined to get vaccinated
Much more inclined to get vaccinated
Survey Method
The data in this report are based on a scientific online poll of 1083 New Zealand adults, aged 18
and older, conducted by the School of Communication, Journalism & Marketing—Te Pou Aro
Kōrero. Data was collected by Qualtrics. The survey was conducted between February 15 to
March 6, 2021 (and results were compared to a similar poll of 1040 respondents in June 26 to
July 13, 2020). The questionnaire were self-administered in a web-based environment. The
survey took about 22 minutes on average to complete. The data were weighted, post survey, on
gender, age, education, and ethnicity to match the New Zealand census estimates. Weights
ranged from 0.65 to 4.68, with a mean of 1.22, median of 0.94, and standard deviation of 0.71,
95% of the weights fall between 1.18 and 1.26.

The survey instrument was designed by Dr. Jagadish Thaker (JT). The author would like to
acknowledge help from Drs. Erika Pearson, Ming Li, Nitha Palakshappa, Vishnu Menon from
the School of Communication, Journalism and Marketing, Massey University for funding the
survey. John Hilbert helped with the design of the cover page.

Average margins of error, at the 95% confidence level, are plus or minus 3 percentage points.

Percentages in a given chart may total slightly higher or lower than 100% due to rounding error.
Sample Demographics
N % N %
(unweighted) (unweighted) (weighted) (weighted)
Total 1083 100 1083 100
Gender
Female 552 51 552 51
Male 531 49 531 49
Age
18-25 155 14 152 14
26-35 215 20 195 18
36-45 174 16 173 16
46-55 193 18 195 18
56-65 162 15 162 15
66 and above 184 17 206 19
Education
No qualification 87 8 206 19
School qualification 286 26 303 28
Tertiary diplomas/ Certificates 335 31 282 26
Bachelor’s degree or higher 375 35 292 27
Ethnicity
European New Zealander 689 64 666 62
Māori 175 16 177 16
Pasifika 43 4 83 8
Asian or Another Category 176 16 156 14
Annual personal income
Less than $19,999 208 19 230 21.2
$20,000 to $39,999 261 24 284 26.5
$40,000 to $59,999 197 18 198 18.4
$60,000 to $79,999 184 17 167 15.6
$80,000 to $99,999 94 9 85 7.9
$100,000 to $119,999 66 6 57 5.3
$120,000 or above 66 6 53 4.9
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