Role of Meritocratic and Diversity Beliefs in Gen Z?s Trust and COVID-19 Vaccine Hesitancy: A mixed-Method Study

Abstract

Soojung Kim*, Erin Willis, Shane Wehlage, Hannah Scheffer-Wentz and Michael Dulitz

The purpose of this study is to understand the ways in which unvaccinated Generation Z (Gen Z)’s trust in COVID-19 information sources is associated with their vaccination intentions in conjunction with their beliefs in meritocracy and diversity. Study 1 conducted an online survey by recruiting 526 unvaccinated Gen Zers residing in Grand Forks County, North Dakota. Study 2 performed a series of focus groups and in-depth interviews with 26 unvaccinated Gen Zers in Grand Forks County, North Dakota. Study 1 found that stronger meritocratic beliefs had significantly lower odds of vaccination intention (95% Confidence Interval [CI] 0.264, 0.725), whereas stronger diversity beliefs had significantly higher odds of vaccination intention (95% CI 1.114, 2.553). From the stratified samples, trust in one’s own doctor was more significantly associated with vaccination intentions for those with high meritocratic beliefs (95% CI 1.247, 4.101). Conversely, trust in state health organizations was more significantly associated with vaccination intentions for those with high diversity beliefs (95% CI 1.059, 4.238). Study 2 found two themes: (1) strong trust in doctors and experts, while wavering confidence in government sources and media and (2) persuading without convincing related to vaccination. Understanding one of the Gen Z’s core beliefs – beliefs in meritocracy and diversity – can contribute to this generation’s high level of vaccine hesitancy and strong distrust in COVID-19 information sources. Public health professionals should continue to invest in health and science communication, which directly connecting scientists and infectious disease experts with unvaccinated young adults.