A MIXED METHODS EVALUATION OF VACCINE EDUCATION UPTAKE AMONG EXTENSION PROFESSIONALS USING A PREVENTION SCIENCE FRAMEWORK

This study used a convergent mixed methods design to explore Extension professionals’ willingness to engage in vaccine education, integrating quantitative and qualitative data to provide a comprehensive understanding of adoption behaviors. A latent profile analysis identified three distinct groups based on Science Media Literacy, Trait Psychological Reactance, and Social Identity Theory: Proud Connectors, Neutral Independents, and Disconnected Resisters. These groups differed significantly in their professional identity, satisfaction, and resistance to influence. Qualitative analysis of open-ended responses, guided by Diffusion of Innovation theory, revealed contextual factors--including perceptions of innovation attributes, opinion leadership, and sociopolitical climate--that shaped individuals' willingness and involvement in vaccine education. Integration of the qualitative and quantitative findings provide actionable insights for tailoring communication and support strategies to enhance adoption of vaccine education within Extension.