A carregar...
Publicação
Social marketing & electronic cigarettes: smoking is not cool!
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 392.69 KB | Adobe PDF |
Orientador(es)
Resumo(s)
The growing popularity of electronic cigarettes (e-cigarettes) among young adults has raised serious public health concerns worldwide. Paradoxically, in Brazil, where the sale, import and advertising of these devices has been prohibited since 2009, consumption continues to expand. Despite this ban, young Brazilians find e-cigarettes on the underground market and through easy online access. Considering the social and cultural drivers, the legal implications, and long-term public health consequences, this study explores the factors that influence the consumption of e-cigarettes and proposes social marketing interventions to educate people and so, reduce or eliminate the use. A qualitative, exploratory approach was adopted through semi-structured interviews with nine Brazilian male users aged 21 to 44, resident in urban regions, to understand motivations, frequency of use, health perceptions, and social influences. The content analysis revealed that social contexts - such as parties and peer influence - play a significant role in initiating and maintaining smoking habits. Along with the desire for belonging and group identity, emotional triggers such as stress and anxiety also contributed to habitual consumption. While users are aware of potential health risks, the lack of accessible and reliable information contributes to perceptions of safety and the normalization of use. Participants perceived e-cigarettes as more socially acceptable and less harmful than traditional cigarettes (due to flavored aromas and lack of lingering odors). Findings suggest that social marketing strategies can be an effective tool for changing behaviors and shaping public discourse, also contributing to challenge the glamorized image of vaping - normalized by the population. Campaigns must focus on demystifying the perceived harmlessness of e-cigarettes and promoting alternatives for stress management and social belonging. The study highlights the urgency for evidence-based, culturally sensitive, and youth-targeted interventions that align with Sustainable Development Goal 3: Good Health and Well-being, particularly target 3.9, which aims to substantially reduce deaths and illnesses from hazardous substances by 2030.
Descrição
https://wsmconference.com/alicante-2025/programme
Palavras-chave
Social marketing Behavior e-cigarretes
Contexto Educativo
Citação
Bastos, Adriana de Fatima Valente; Martins, Oliva M.D.; Silva, Emanuelly T. F. da; Beck, Ceres (2025). Social marketing & electronic cigarettes: smoking is not cool! In the World Social Marketing Conference 2025. Alicante, SpainAlicante, Spain
Editora
International Social Marketing Association.