Is vaping a panacea or peril? Consumers’ attitudes towards electronic cigarettes and relationship with quitting intention

Abstract

The study examines the attitudes of young consumers towards electronic cigarettes and whether e-cigarettes usage is associated with quitting intention. Using a cross sectional survey, data were generated from 161 users of electronic cigarettes drawn from South Africa’s Gauteng Province. The results of multiple regression analysis showed that e-cigarette perceived value, awareness and social value positively influence consumers’ willingness to use e-cigarettes. The study also showed a negative relationship between willingness to vape and quitting intention, implying that respondents were not perceiving e-cigarettes as an aid to quit tobacco smoking. The study contributes to the body of knowledge on consumer perceptions towards electronic cigarettes. Implications for the marketing of e-cigarettes, policy formulation and avenues for further research are provided.

Keywords: Electronic cigarettes, vaping, quitting intention, cessation aid