Determinants of Accepting or Rejecting Influenza Vaccination—Results of a Survey Among Ligurian Pharmacy Visitors During the 2023/2024 Vaccination Campaign

<b>Background/Objectives:</b> Seasonal influenza vaccination is crucial for reducing morbidity, mortality, and healthcare burdens. The 2023/2024 Ligurian vaccination campaign (Italy) utilized an inclusive model involving local health authorities, general practitioners, pediatricians, and pharmacies to enhance accessibility. Our study aimed at focusing on factors influencing vaccine uptake, public attitudes and access to preventive healthcare services. <b>Methods:</b> A cross-sectional survey was conducted among adults (≥18 years) in Ligurian pharmacies visitors during the vaccination campaign. A self-administered structured questionnaire gathered data on demographics, vaccination history, healthcare access, and awareness. <b>Results:</b> The study included 30,499 participants, and the median age with P25-P75 (years) was 62.0 [47.0-74.0]; 54.6% were female. Considering determinants of accepting influenza vaccination, age was identified as a strong independent predictor. Each one-year increase in age was associated with a 3.8% increase in the odds of influenza vaccination (OR 1.03, 95% CI 1.03-1.04, <i>p</i> < 0.001). Compared to individuals who never visited their general practitioners, those who visited "sometimes", "often", or "very often" had significantly higher odds of influenza vaccination (OR 1.54, 1.97, and 1.98, respectively; <i>p</i> < 0.001 for all categories). The strongest predictor of influenza vaccination in the 2023/2024 season was having received the influenza vaccine in the previous season (2022/2023) (OR 71.73, 95% CI 65.38-78.78, <i>p</i> < 0.001). Consistent with increasing age predicting higher influenza vaccination uptake, older age was associated with lower odds of refusing the vaccine due to the belief that "getting or transmitting influenza does not matter" or due to "other or unspecified reasons". In contrast, receipt of the COVID-19 vaccination significantly increased the odds of holding these opinions. Among individuals who cited reasons such as fear of side effects, concerns about vaccine safety, fear of injections, general opposition to vaccines, or doubts about vaccine effectiveness, having received the COVID-19 vaccine was associated with lower odds of citing these as barriers to influenza vaccination. <b>Conclusions:</b> Fear of side effects and perceived unnecessary vaccination are key barriers. Targeted education and the involvement of general practitioners could enhance vaccine acceptance, particularly among hesitant groups.