2018/1 The Controversial Behavior Of Romanian Consumers Regarding The Safety Of Flu Shot Immunization

Authors: Luiela Magdalena Csorba, Valentin Burca, Sergiu Rusu

Abstract

Nowadays effectiveness, safety and security of vaccines are widely used terms, giving birth to controversies regarding the efficiency and risks of the recommended immunization.

The paper analyses the Romanian population’s behaviour regarding immunization against flu, from the consumer protection point of view. In the international literature there are studies regarding the efficacy and effectiveness of influenza vaccines from a medical point of view, not from the consumer protection or consumer behaviour perspective. We are interested in identifying the profile of the Romanian consumers in terms of accepting or not flu immunization, the perception of the consumer concerning flu shot safety and the main factors which determine the consumer’s behaviour. In this context, we started our study using as background the following: the history of influenza and vaccination, a market research in Romania and abroad, and some controversies regarding the efficiency and safety of flu shot (the pros and cons immunization).

In order to obtain pertinent data, we proceed with a factor analysis that reduces significantly the decision model analysis (using the Likert scale, the KMO test and the Kaiser criteria). Therefore, a survey has been conducted among 303 respondents from Romania, who belong to different social classes.

We concluded how important mass media, medical profession bodies’ involvement and self-documentation are in drawing up a clear opinion regarding consumers’ immunization, which is anyway extremely subjective.

The key findings of this study outline the fact that mass media plays an essential role in directing the debate in favour or against flu shot administration towards a general agreement.

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