Young adult smokers' perceptions of plain packaging: A pilot naturalistic study

Crawford Moodie (1) , Anne Marie Mackintosh (1) , Gerard B. Hastings (2) , Allison Ford (1)

1 Institute for Social Marketing
2 University of Stirling

Aims: To explore the impact, if any, that using plain (non-branded) cigarette packs in real-life settings has upon young adult smokers. Methods: Naturalistic type research was employed, where smokers used brown 'plain' packs for two weeks and their regular packs for two weeks, in real-life settings. Participants were recruited in Glasgow, Scotland. Of the 140 smokers, aged 18 to 35 years, that participated in the naturalistic study, 48 correctly completed and returned all questionnaires. Over the four-week study period participants completed a questionnaire twice a week assessing pack perceptions and feelings, feelings about smoking, salience of health warnings and smoking related behaviours. A sub-sample of 18 participated in a post-study interview, which employed a semi-structured topic guide to assess perceptions and experiences of using plain packs. Results: Trends in the data show that in comparison to branded packaging, plain packaging increased negative perceptions and feelings about the pack and about smoking. Plain packaging also increased avoidant behaviour (hiding the pack, covering the pack), certain smoking cessation behaviours, such as smoking less around others and forgoing cigarettes, and thinking about quitting. Almost half (N=8) of those in the post-study interview, predominantly females (N=6), reported that the use of plain packs had either increased avoidant behaviour or reduced consumption. Conclusions: Our pilot naturalistic study suggests that plain packaging could potentially help reduce tobacco consumption among some young adult smokers, and females in particular. Employing an innovative research methodology our findings are consistent with, and indeed support, past plain packaging research.

Mots clés: Packaging and Labelling; Public policy; Young adults

Crawford Moodie, Anne Marie Mackintosh, Gerard B. Hastings, Allison Ford. Young adult smokers' perceptions of plain packaging: A pilot naturalistic study. Tobacco Control, 2011, 20 (5), pp.367. ⟨10.1136/tc.2011.042911⟩. ⟨hal-00650656⟩