Beyond seeking information: Lessons learned from a qualitative investigation of the information practices of parents about COVID-19 vaccination in Canada

Recent reports indicate a concerning decline in routine childhood vaccination rates globally. Parental engagement with health information is critical in shaping vaccine acceptance amid rising skepticism and shifting sociopolitical dynamics. In this study, we investigated how Canadian parents engaged with information to decide on COVID-19 vaccination for their children. Using an exploratory qualitative design, we conducted semi-structured interviews with 48 parents between April and August 2022. Data were analyzed thematically and organized around McKenzie’s model of information practices. Our findings revealed that parental engagement is a dynamic process shaped by emotional, social, and informational factors. While parents sought evidence-based information, they also employed sophisticated strategies to navigate uncertainty. Novel insights include the use of source triangulation to build epistemic authority, the strategic use of information avoidance to mitigate social stigma, and a transition toward cognitive closure once decisions were finalized. Notably, most parents reached a “case closed” state before pediatric vaccines were authorized, relying on trusted sources (i.e. schools and pediatricians) as proxies and their experiential lived evidence for decision-making. To improve communication about childhood vaccination, including in future health crises, we recommend a proactive approach that recognizes the finite life cycle of information engagement. Public health strategies can prioritize early messaging before cognitive closure occurs and leverage distributed trust by using health-care providers and schools as primary information proxies. These findings offer a blueprint for navigating the psycho-social complexities of health communication.