The perception and attitude of generation Z consumers on e-cigarette marketing: a University of KwaZulu-Natal perspective.

Abstract

E-cigarette awareness over the past few years, has experienced a notable increase especially among the youth. E-cigarettes have been promoted heavily on the internet and on social media websites which reach millions of young people (Payne, Orellana-Barrios, Medrano Juarez, Buscemi and Nugent, 2016). E-cigarette marketers also use eye-catching, colourful and innovative packaging to attract the youth. Therefore, this study aims to quantitatively examine the perception and attitude of Generation Z consumers on e-cigarette marketing. The study focuses on the perception and attitude of Generation Z (UKZN) students on e cigarette marketing. In particular the perception and attitude of students towards e-cigarette use, smoking cessation, health risks/benefits, packaging as a marketing tool and regulation of e-cigarettes will be examined. A sample of 375 students from the University of KwaZulu-Natal (UKZN) Westville campus was drawn using a non-probability convenience sampling technique to generate the results. Participants completed the online questionnaire compromising of four sections. Section A was based on the biographical information of participants. Sections B, C and D were related to questions pertaining to the sub-dimensions of the study. The validity and reliability of the questionnaire were assessed using factor analysis and Cronbach’s Coefficient Alpha respectively. Descriptive and inferential statistics were employed to initiate the results of the study.

The empirical results of this study indicate that there is a significant positive relationship between the marketing influence of e-cigarettes and the influence of packaging regulation in South Africa respectively, at a 1% level of significance. There is a significant difference in the perceptions of students, varying in biographical profiles (gender, age, race, study programme and level of study) regarding each dimension of the study. Recommendations from the results of the study provide insight to policymakers and provide them with the power to counter these marketing strategies appropriately.