IADR Abstract Archives
A Mixed Method Study on Cigarette Packaging
Objectives: Larger health warning labels on cigarette packages were introduced in India in 2015 to more clearly inform consumers about the health risks associated with tobacco use. It is a prominent source of health information and has an important position among tobacco control initiatives. However, little is known about its perception among adolescents. The objective of this study was to know the Adolescent’s Perception on the introduction of new cigarette packaging in India and Plain Packaging of cigarette packs
Methods: A mixed method study was carried out among adolescents. For qualitative assessment, 18 participants were selected using purposive sampling technique. 3 focus group interviews were conducted, with non-smoking, smoking and quit smoking adolescents (6 members in each group). Participants were asked about their knowledge and perceptions of current Indian cigarette warning labels and plain packaging of cigarette packs. Interviews were audio recorded. The data was later transcribed and analyzed using thematic approach. This was followed by quantitative assessment in 174 participants. Triangulation of themes and concepts was undertaken to compare further and contrast the data from the different participating groups
Results: Nearly all participants were aware of tobacco products, brand names, colors, and pictorial warnings on tobacco products. While the non-smokers perceived fear was greater regarding warning and the pictorial messages, the current smoker’s perceptions were unaffected by fear appeals. Few participants gave positive response towards plain packaging while others were indifferent, almost all participants reported that new cigarette warning labels were more visible, informative and scarier than the older ones
Conclusions: A positive impact of warning labels was seen among non-smokers and few quit smokers whereas the current smoker’s perceptions were unaffected. Warning labels are one component of comprehensive tobacco control and smoking cessation efforts. Information on plain packaging is a further implication for policy making in India.
Methods: A mixed method study was carried out among adolescents. For qualitative assessment, 18 participants were selected using purposive sampling technique. 3 focus group interviews were conducted, with non-smoking, smoking and quit smoking adolescents (6 members in each group). Participants were asked about their knowledge and perceptions of current Indian cigarette warning labels and plain packaging of cigarette packs. Interviews were audio recorded. The data was later transcribed and analyzed using thematic approach. This was followed by quantitative assessment in 174 participants. Triangulation of themes and concepts was undertaken to compare further and contrast the data from the different participating groups
Results: Nearly all participants were aware of tobacco products, brand names, colors, and pictorial warnings on tobacco products. While the non-smokers perceived fear was greater regarding warning and the pictorial messages, the current smoker’s perceptions were unaffected by fear appeals. Few participants gave positive response towards plain packaging while others were indifferent, almost all participants reported that new cigarette warning labels were more visible, informative and scarier than the older ones
Conclusions: A positive impact of warning labels was seen among non-smokers and few quit smokers whereas the current smoker’s perceptions were unaffected. Warning labels are one component of comprehensive tobacco control and smoking cessation efforts. Information on plain packaging is a further implication for policy making in India.