Young adult preference analysis on the attributes of COVID-19 vaccine in the Philippines: A conjoint analysis approach

Ardvin Kester S. Ong, Yogi Tri Prasetyo*, Fae Coleen Lagura, Rochelle Nicole Ramos, Jose Ma Luis Salazar, Keenan Mark Sigua, Jomy Anne Villas, Thanatorn Chuenyindee, Reny Nadlifatin, Satria Fadil Persada, Kriengkrai Thana

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)


Objective: Vaccines are utilized to prevent the severity of illnesses like the COVID-19 virus. Currently, there are a lot of COVID-19 vaccines available in the market like Pfizer, Moderna, AstraZeneca, Johnson and Johnson, and Sinovac. This research aimed to analyze the preference on the existing vaccine attributes of COVID-19. Study design: Specifically, this study considered 7 attributes such as cost, brand, recommendations, efficacy, side effects, vaccine type, and dose. Methods: A conjoint analysis with orthogonal design was utilized and 865 respondents were participated. Results: The result showed that consumers considered brand as the highest attribute, specifically Pfizer and Moderna among other brands. Moreover, the efficacy of 90% and higher were the preferred vaccine with 1 in 100 patient side effects reported. It was seen that safety and effectiveness is the priority in choosing a COVID-19 vaccine. Interestingly, the knowledge and understanding of the COVID-19 vaccine was found to drive consumer's preference for the vaccines available. Conclusions: The findings of this study could be utilized by the government to increase the willingness to be vaccinated. Lastly, the result of this study would pave a way to promote herd immunity to help fight the COVID-19 pandemic worldwide.

Original languageEnglish
Article number100300
JournalPublic Health in Practice
Publication statusPublished - Dec 2022


  • COVID-19 vaccine
  • Filipinos
  • Orthogonal design


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