Research Confirms Impact of Country of Origin on COVID-19 Vaccine Trust

Recent studies have unveiled a significant influence of a vaccine's country of origin on public trust and acceptance during the COVID-19 pandemic. An in-depth review conducted by João Lucas Hana Frade and colleagues analyzed 52 published works across 48 countries, revealing a clear pattern: people tend to prefer vaccines produced in their own countries or those perceived as more reputable. For instance, during Brazil's vaccination campaign, where multiple vaccines were available and the Chinese vaccine was predominant, many individuals traveled across neighborhoods or cities to receive specific brands they trusted more.

Social media posts from vaccinated individuals often expressed pride using hashtags like "Long live SUS," and specified vaccine brands such as Pfizer, AstraZeneca, or Janssen. In Mexico, the Russian vaccine was favored, while in India and Iran, locally produced vaccines were preferred. Americans also displayed a preference for domestic vaccines over those from countries like the UK or Germany, despite similar quality standards.

This phenomenon highlights a global shift in vaccine perception based on origin—a concept well known in marketing but less studied in public health contexts. The effect is partly driven by the lack of consumer knowledge about vaccine manufacturing and the influence of perceptions related to product origin, which has fueled vaccine hesitancy and distrust. Experts suggest that the media, politicians, and influential figures play crucial roles in shaping these perceptions.

Interestingly, this country-of-origin bias persisted even in countries that did not initially develop vaccines, indicating a broader psychological effect. Western vaccines from Germany, the US, and the UK were generally more favored over Chinese or Russian options across Europe, Latin America, the Middle East, and Asia.

Understanding this bias is vital for designing effective health communication strategies in future pandemics. Vaccine manufacturers and policymakers should consider emphasizing or managing the perception of their country of origin to improve public trust and vaccination rates.

Although prior research addressed the effect of country of origin in consumer products like cars and wine, its impact on vaccines during a global health crisis was unprecedented. Recognizing and addressing this bias can be a strategic tool to enhance vaccine acceptance worldwide.