Predicting COVID-19 vaccination compliance among Korean young adults through the situational theory of problem solving

Purpose The purpose of this study was to propose a theoretical model to predict government compliance on COVID-19 vaccination targeting Millennials and Generation Z (generation MZ) by expanding the situational theory of problem solving (STOPS) model with government trust in the COVID-19 pandemic. The presented model found that situational motivation in problem solving on COVID-19 vaccines and active communicative action in problem solving (i.e. information seeking, forfending and forwarding on vaccines) increased government compliance. In addition, public trust in government was a critical factor in generation MZ being active in following government instructions on the COVID-19 vaccine. As a post hoc analysis, results of indirect effect revealed that generation MZ is less likely to follow government instructions when their communicative behaviors are increased. Theoretical and practical implications are as follows. Design/methodology/approach Focusing on young adults (i.e. generation MZ) in South Korea, a pairing of two groups – Millennials (born 1981–1995) and Generation Z (born 1996–2005) (N = 1,200) – this study applied the STOPS and trust in government to predict when and how the younger generation complies with government instructions regarding COVID-19 vaccination. Findings The results of this study showed that people were motivated to employ active communication behaviors to seek, forfend and forward information related to COVID-19. In addition, we found that situational motivation in problem solving, active communication behaviors and government trust were positively associated with government compliance regarding COVID-19 vaccination. Originality/value Many countries around the world have faced extraordinary challenges in the effort to effectively slow the spread of coronavirus disease (COVID-19) and maintain national sustainability since the emergence of COVID-19. To reduce the spread of COVID-19, governments have asked their citizens to follow health instructions during the COVID-19 pandemic. It is known that vaccination can lower an individual’s risk of contracting and spreading COVID-19. Despite the amount of research on COVID-19, few scholars have studied younger generations and their preventive behaviors, including the following of government instructions (i.e. government compliance).