Utilizing Social Norms Marketing to Address E-Cigarette Use on College Campuses

• Published in: SHS web of conferences 2018-01, Vol.59, p.1017
• Main Authors: Scholly, Kristen, Garcia, Lynn, Dodge, Stormy, Pokhrel, Pallav
• Format: Article
• Language: English
• Subjects: College health; Community colleges; E-cigarette use; Electronic cigarettes; Marketing; Service learning; Social norms marketing; Vaping; Young adults
• ISSN: 2261-2424; 2416-5182; 2261-2424
• DOI: 10.1051/shsconf/20185901017

E-cigarette use is a serious health concern among adolescents and young adults. This study identifies factors associated with e-cigarette use in an effort to better understand what impacts college students’ decisions to use this tobacco product. This study utilizes data from a survey conducted at a research institution and two community colleges located in Hawaii. A multivariate logistic regression analysis identified key risk factors associated with college student e-cigarette use. Independent factors associated with e-cigarette use included use of traditional cigarettes and having one or more family members or friends who currently used e-cigarettes. Exposure to online e-cigarette information was also associated with increased odds of e-cigarette use. The study findings have important implications for e-cigarette control among adolescents and young adults. Service learning students can take an active role in developing social norms marketing campaigns designed to communicate the risks of e-cigarette use and counter marketing ploys that foster unsubstantiated beliefs regarding the benefits of e-cigarette use.