Investigating preferences of the covid‐19 vaccine among individuals in Iran: Discrete choice experiment analysis

BACKGROUND AND AIMS: This study aimed to estimate the preferences for COVID‐19 vaccines among a sample of Iranian adults and to understand the sources of preference heterogeneity. METHODS: A web‐based survey was conducted from April to July 2021; out of 1747 participants, 678 completed the survey. Seven key attributes were selected, namely effectiveness, risk of severe side effects, risk of mild side effects, number of doses, duration of protection, location of manufacture, and price. Additionally, conditional logit and mixed logit models were used to analyze the data. RESULTS: The results of this study indicate that vaccine effectiveness, protective duration, the risk of side effects, and price are the most important factors that influence vaccine preferences. Furthermore, we identified heterogeneity in preferences, indicating that not all individuals respond in the same way to vaccine attributes. CONCLUSION: The majority of Iranians prefer to get the Covid‐19 vaccine. Policymakers should consider these findings when implementing successful programs. This study contributes to the literature by estimating Iranian respondents' preferences for the Covid‐19 vaccine and identifying the heterogeneity in their preferences for vaccine attributes. The findings may also inform future research and policies related to Covid‐19 vaccination programs in Iran.