The Open UniversitySkip to content
 

Young adult smokers’ perceptions of illicit tobacco and the possible impact of plain packaging on purchase behaviour

Moodie, Crawford; Hastings, Gerard and Joossens, Luk (2012). Young adult smokers’ perceptions of illicit tobacco and the possible impact of plain packaging on purchase behaviour. European Journal of Public Health, 22(2) pp. 251–253.

URL: http://eurpub.oxfordjournals.org/content/22/2/251
DOI (Digital Object Identifier) Link: https://doi.org/10.1093/eurpub/ckr038
Google Scholar: Look up in Google Scholar

Abstract

Plain (unbranded) packaging for cigarettes is at the top of the tobacco control agenda in both Australia and Europe. The evidence suggests that it will benefit public health by decreasing the appeal of tobacco products and increasing the power of the health warning. The tobacco industry instead argues that plain packaging would make it easier to counterfeit cigarettes, which would both confuse consumers and reduce price; thereby increasing consumption. Using focus group research we examined young adult smokers (N = 54) perceptions of, and ability to recognize, illicit tobacco and the possible impact of plain packaging on illicit tobacco purchasing behaviour. We found that the pack has no impact on the decision to buy illicit tobacco. Smokers were easily able to identify counterfeit cigarettes, not least by the pack, and buy it knowingly and in the full expectation that it will be inferior in quality. Illicit tobacco purchase, including that for counterfeit tobacco, was instead driven by availability and price. Given the extremely low manufacturing cost, per pack, of certain types of illicit cigarettes, it is difficult to envisage how plain packaging would alter the price of illicit tobacco in any meaningful way. The findings therefore suggest that a move to plain packaging would have no impact on young adult smokers’ purchase behaviour.

Item Type: Journal Item
Copyright Holders: 2011 The Authors
ISSN: 1464-360X
Academic Unit/School: Faculty of Business and Law (FBL) > Business
Faculty of Business and Law (FBL)
Item ID: 35004
Depositing User: Helen Cooke
Date Deposited: 02 Nov 2012 10:34
Last Modified: 07 Dec 2018 10:09
URI: http://oro.open.ac.uk/id/eprint/35004
Share this page:

Metrics

Altmetrics from Altmetric

Citations from Dimensions

Actions (login may be required)

Policies | Disclaimer

© The Open University   contact the OU