The impact of price and image warnings on the social perception of gifting cigarettes in China
Introduction The tobacco gift-giving culture in China poses a significant challenge to public health; however, there is limited research on effectively curbing the tobacco gift-giving culture and its associated tobacco gift consumption. This study examines the potential impact of two tobacco control...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
European Publishing
2024-01-01
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| Series: | Tobacco Induced Diseases |
| Subjects: | |
| Online Access: | https://www.tobaccoinduceddiseases.org/The-impact-of-price-and-image-warnings-on-the-social-nperception-of-gifting-cigarettes,176806,0,2.html |
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| Summary: | Introduction
The tobacco gift-giving culture in China poses a significant challenge
to public health; however, there is limited research on effectively curbing the
tobacco gift-giving culture and its associated tobacco gift consumption. This study
examines the potential impact of two tobacco control measures that the Chinese
government may consider adopting on cigarette gifting behavior in the future in
Chinese society.
Methods
This study employed a randomized survey experiment to examine the
effects of cigarette price treatment and pictorial health warning labels (HWLs)
on cigarette gifting. The total sample size of this study is 1035. Four groups of
participants were presented with representative cigarettes categorized into high-
, medium-, and low-priced products, along with different prices (normal and
double) or external packaging imagery (normal and pictorial HWL versions).
Results
The price of cigarettes for personal consumption forms an L-shaped
distribution, and the price of cigarette gifts forms a W-shaped distribution.
Increasing cigarette prices reduces smokers' willingness to gift high-priced
cigarettes but stimulates the consumption of low-price cigarettes as gifts. Pictorial
HWLs do not directly influence smokers' intentions to gift cigarettes, but they
enhance the effectiveness of price regulation concerning medium-priced cigarette
products.
Conclusions
If the price variance of cigarettes is not reduced, the effect of price
regulation will be very limited. Implementing combined interventions of pictorial
HWLs and price regulation or modifying the pricing structure of tobacco products
may yield stronger control outcomes. |
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| ISSN: | 1617-9625 |