New study sheds light on drivers of pet owners’ vaccination decisions

14 October 2026

New research has revealed that pet owners’ decisions about vaccinating dogs and cats are influenced by an interplay of factors, including levels of trust in veterinary professionals, perceptions of disease risk, and vaccine safety.

Although vaccination rates are declining in cats and dogs in the UK and vaccine hesitancy appears to be increasing in some owners, little is known about how owners’ attitudes shape their decisions to vaccinate their pet.

Research conducted as part of a BSAVA PetSavers-funded PhD studentship at the University of Liverpool involved in-depth interviews with 18 dog and/or cat owners. Half of participants followed veterinary recommendations for vaccinations, while the other half deviated from recommended primary schedules or vaccine selections.

The findings showed that owners’ decisions to vaccinate their pets were shaped by a range of underlying attitudes and experiences and were influenced by both the animal’s circumstances and owners’ personal situations.

Trust, or lack of, in veterinary professional emerged as a pivotal factor shaping vaccination decisions in all owners, with some following their vet’s advice because they respected their professional knowledge and expertise, while others trusted an individual vet who they had seen previously. Other owners expressed concerns about their veterinary practice financially profiting from vaccinations and struggled to trust veterinary recommendations when they believed profit was the primary motive.

Another notable influence was the desire for some owners to adopt a “natural” approach to their pet’s healthcare, which involved minimising chemical interventions such as routine vaccinations and prophylactic flea and worm treatments.

Perceptions of the potential impact and severity of vaccine-preventable diseases, often through direct experience of their own or someone else’s pet having an infectious disease, influenced views on the importance of vaccination. Other owners perceived vaccine-preventable diseases as treatable and would rather rely on treatment if their pet became ill, than choose to vaccinate. Some owners considered the impact of their pet’s lifestyle on disease transmission risk, with some seeing vaccination as a way to protect their pet without limiting outdoor activity.

Finally, concerns over vaccine safety influenced the decisions of some owners, often linked to information about other people’s vaccine experiences seen on social media.

The findings suggest that veterinary professionals should prioritise transparent communication about vaccination recommendations to help boost uptake, to reassure owners that decisions have been made based on their pet’s individual circumstances and disease risk.

Lead author of the study Dr Shona Bloodworth said: “I hope this paper contributes to the wider discourse on pet vaccination and helps veterinary professionals understand owners’ perspectives, providing useful context for conversations about vaccination. A huge thank you to BSAVA PetSavers for funding this research and supporting this work”

Read the study in Preventative Veterinary Medicine.