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The COVID-19 pandemic has been the subject of much research in the social sciences. Our research in management science, particularly in the marketing of health behaviors (social marketing), falls within this framework. Its aim is to identify and analyze the factors that make people reluctant to be vaccinated against COVID-19. Starting with a wide review of the literature on previous qualitative studies and a review of the literature on behavioral theories of health, nine variables were selected and tested through a quantitative study, using PLS structural equation modeling to process the data. In light of the results obtained, we adopt an integrative model in which vaccine hesitancy is explained by contextual variables related to the vaccine, but also individual or group variables. The data obtained also made it possible to demonstrate a moderate mediation relationship.