E-cigarette use – the level of perceived risk among young people

Introduction. The growing popularity of alternative smoking methods among young people dictates the need to identify new targets for preventive intervention. The purpose of the study: determination of the degree of perceived risk among young consumers of electronic cigarettes. Materials and methods. The research was conducted using high-quality design, the main method of which was an in-depth interview. A series of 12 in-depth semi-structured interviews were conducted with respondents aged 18–35. The data collected during the surveys was analyzed at three stages of encoding (primary, axial, and selective), highlighting key categories, subcategories, and corresponding text passages. At the first stage, the main categories and their subcategories (codes) were determined. Then, with the help of a technical program, a detailed analysis was conducted, in which the corresponding subcategories were assigned to individual text fragments. Results. In general, the topics that are used in preventive communication to encourage consumers to quit smoking are relevant to ES consumers. The most significant risks associated with smoking ES, as identified by the respondents, include the risk of health harm, increased financial costs, development of dependent behavior, and loss of inner freedom. At the same time, the study also identified risks that are specific to alternative smoking methods, such as the dubious chemical composition of inhaled substances and the risk of purchasing counterfeit products. It is important for consumers to recognize the dangers of ES smoking and be prepared to abandon «unhealthy» behaviors (high involvement), confirming the need for prevention efforts related to alternative smoking. Conclusion. Communication message themes aimed at stimulating cessation of traditional smoking may improve the effectiveness of e-cigarette smoking prevention campaigns among young consumers.

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