In Whom We Trust: The Effect of Trust, Subjective Norms, and Socioeconomic Status on Attitudes and COVID-19 Vaccination Intentions

As COVID-19 vaccination hesitancy remains a major public health issue, understanding the factors influencing attitudes and COVID-19 vaccination intentions is a public health priority. Applying the theory of planned behavior (TPB), this study examined the role of two forms of social trust - namely, particularized trust toward relationally close others and generalized trust toward people in general - in moderating the relationship between social norms (injunctive and descriptive) and COVID-19 vaccination attitudes and intent. In two studies (n = 235 for Study 1, n = 273 for Study 2, total N = 508), we found some support for the TPB in the context of COVID-19 vaccination, with attitudes and injunctive norms significantly predicting vaccination intention. However, perceived behavioral control was not a significant predictor of COVID-19 vaccination intention. Extending the TPB, we found that trust in others had an amplifying effect on the relationship between descriptive norms and COVID-19 vaccination attitudes. However, trust attenuated the link between injunctive norms and attitudes toward COVID-19 vaccination. The implications of these findings are discussed.