Beyond social cues: the normative influence of social referents on COVID-19 vaccine compliance among Latino day laborers

Pandemic uncertainty led Latino day laborers (jornaleros) to rely on their close networks for direction. Social-norms research distinguishes descriptive norms (what trusted others do), injunctive norms (what they say one should do), and normative beliefs (how much they care about compliance); yet the relative weight of family, friends, coworkers, and neighbors in shaping vaccine choices remains unknown. To compare the influence of descriptive and injunctive norms from each referent group on COVID-19 vaccination among Latino day laborers in Houston, Texas. Two cross-sectional surveys (Phase 1 N = 199; Phase 2 N = 359) were conducted at 14 hiring corners in 2021-2023. Three distinct multivariable logistic regression models were constructed to assess the associations between vaccination compliance status and (1) individual norm items, (2) overall norm scores across referents, and (3) referent-specific norm scores, adjusting for demographic characteristics. In Phase 1, family descriptive norms were significantly associated with vaccination compliance (aOR = 1.976, 95% CI [1.297-3.011], p = 0.002). Additionally, the cumulative descriptive norm score across referents was significantly associated with vaccine compliance (aOR = 2.443, 95% CI [1.213, 4.918], p = 0.012). In Phase 2, the cumulative normative beliefs score across referents was significantly associated with vaccination compliance (aOR = 1.347, 95% CI [1.004, 1.807], p = 0.047). A subsequent referent-specific analysis confirmed this effect was driven exclusively by family norms (aOR = 1.677, 95% CI [1.141, 2.466], p = 0.009). In the absence of clear institutional guidance, family remained the decisive normative referent for jornaleros, surpassing physically co-present referents such as coworkers and fellow day laborers, even when family members were likely geographically distant or located outside the United States. Interventions must leverage these kin-based norms, and sustained funding is critical to expand culturally grounded research and strengthen the Latino public-health workforce. Identify how distinct social referent groups influence vaccination behavior among Latino day laborers and assess how family-centered norms can inform and potentially transform future public health interventions.