VIETNAM NATIONAL UNIVERSITY HO CHI MINH CITY HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY SCHOOL OF INDUSTRIAL MANAGEMENT REPORT FACTORS INFLUENCING GENERATION Z''''S E CIGARETTE CONSUMPTION BEHAVIOR CONSUM[.]
VIETNAM NATIONAL UNIVERSITY - HO CHI MINH CITY HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY SCHOOL OF INDUSTRIAL MANAGEMENT REPORT FACTORS INFLUENCING GENERATION Z'S E-CIGARETTE CONSUMPTION BEHAVIOR CONSUMER BEHAVIOR TERM 222 - CC01 - GROUP 02 Instructor: Pham Ngoc Tram Anh No NAME ID Nguyễn Ngọc Ánh Hoa 1952692 Dương Thanh Ngân 1952350 Nguyễn Minh Nghiêm 2053262 Văn Thị Hà Trân 2053519 Ho Chi Minh City, 2023 TABLE OF CONTENT TABLE OF CONTENT INTRODUCTION .5 A Background and importance of the issue: the rise of e-cigarette use among Gen-Z B Purpose of the report: to examine the psychological and social factors influencing e-cigarette consumption behavior among Gen-Z C Research questions and hypotheses .5 Literature Review A Definition and history of e-cigarettes and their use among Generation Z 1.1 Definition of e-cigarettes .7 1.2 History of e-cigarettes 1.3 Use of e-cigarettes among Generation Z .8 B Overview of psychological factors that influence e-cigarette consumption behavior, including attitudes, beliefs, and emotions 1.4 Attitudes and Beliefs towards e-cigarettes C Overview of social factors that influence e-cigarette consumption behavior, including peer influence, advertising, and social norms 10 D Models and theories related to understanding and changing behavior related to substance use 11 1.5 Theory of Reasoned Action .11 1.6 The Theory of Planned Behavior 12 Social Factors Influencing E-cigarette Consumption Behavior 17 A The role of advertising and media in shaping e-cigarette consumption behavior 17 B Cultural and societal factors influencing e-cigarette use among Generation Z 17 Methodology for Survey 18 3.1 Description of the research design and methodology .18 3.2 Overview of the data analysis techniques 19 3.2 Discuss the advantages and limitations of the study 20 Result‘s Survey 21 4.1 Primary data 21 4.1.1 E-cigarette consumption in Gen Z 21 4.1.2 Factors influencing Generation Z's e-cigarette consumption behavior 23 4.2 Secondary data 24 4.2.1 E-cigarette consumption in Gen Z 24 4.2.2 Factors influencing Generation Z's e-cigarette consumption behavior 25 Strategies for Changing E-cigarette Consumption Behavior among Generation Z 26 A Educational campaigns and interventions to promote healthy behaviors and reduce e-cigarette use 26 B Policy and regulatory approaches to limit access to e-cigarettes and promote healthy behaviors 26 C Alternative and healthier activities and coping mechanisms for Generation Z 27 CONCLUSION 29 REFERENCES 30 TABLE OF FIGURES Figure The factors of TRA affect the e-cigarette use behavior of Gen Z 11 Figure 2.The factors of TPB affect the e-cigarette use behavior of Gen Z 13 Figure Does Gen z know about e-cigarettes? 21 Figure Has gen z ever bought an e-cigarette? 22 Figure Frequency of using e-cigarettes of Gen z's customers 22 Figure Level of understanding of Gen z’s customers about e-cigarettes 23 Figure Factors influencing Generation Z's e-cigarette consumption behavior 23 Figure External factors that influencing Generation Z's e-cigarette consumption behavior 24 INTRODUCTION A Background and importance of the issue: the rise of e-cigarette use among Gen-Z Cigarettes have long been recognized for their addiction and destructive effects, but technology has recently been engaged in the development of an alternative to tobacco use known as ecigarettes The e-cigarette business asserted that its products are an alternative to smoking and had 'less' health consequences than traditional tobacco (Matthew Perrone,2019) E-cigarettes are now legal in many countries and are regulated the same as regular tobacco products However, according to University of Colorado Denver data, the number of persons smoking e-cigarettes nearly quadrupled between 2017 and 2018 E-cigarette products are still prohibited in Vietnam for commercial or personal use According to a recent poll on tobacco usage in 34 provinces and cities, the rate of e-cigarette smoking in 2020 grew 18 times over 2015 (from 0.2% to 3.6%), with males increasing 14 times (from 0.4% to 5.6%) and females increasing 10 times It suggested that Vietnamese individuals, particularly the Generation-Z demographic, are likely to be interested in e-cigarettes B Purpose of the report: to examine the psychological and social factors influencing ecigarette consumption behavior among Gen-Z The purpose of this study was to look at Generation-Z's use of e-cigarette s This includes questions such as how they were acquainted with e-cigarette s, what circumstances motivated them to begin vaping, and if they were adequately informed about nicotine and its health repercussions before beginning to use vaping s Furthermore, this research may be valuable for parents, caregivers, or students who want to know more about this issue In addition, finding the relationship between the Generation-Z behavioral factors and influences of e-cigarettes and to study the perspective of the Vietnams society towards e-cigarettes The expected result of this study was to prove that people’s values and perceptions towards ecigarettes are factors that Vietnams Generation-Z got exposed to e-cigarettes C Research questions and hypotheses • How does Viet Gen Z get exposed to e-cigarettes? • What are the factors that influenced Gen Z to start vaping? The growing trend of e-cigarettes among Generation Z is a difficult subject, and it is critical to comprehend the numerous elements that impact their behavior The purpose of this research is to present a comprehensive and cohesive examination of the elements influencing Generation Z's ecigarette usage behavior, such as peer influence, advertising, societal norms, and product design This paper examines these characteristics in order to throw light on this significant public health issue and make recommendations for successful intervention measures Literature Review A Definition and history of e-cigarettes and their use among Generation Z 1.1 Definition of e-cigarettes E-cigarettes, also known as electronic cigarettes or vapes, are battery-powered s that heat a liquid (often called e-juice or e-liquid) into an aerosol that is inhaled by the user The liquid typically contains nicotine, flavorings, and other chemicals Compared to traditional cigarettes, ecigarettes not burn tobacco and not produce smoke Instead, they produce an aerosol that is often referred to as "vapor." E-cigarettes are marketed as a smoking cessation aid or as a less harmful alternative to smoking There are several types of e-cigarettes, including cigarlike, vape pens, and mods Cigarlike are designed to look like traditional cigarettes and are the most basic type of e-cigarette Vape pens are larger and more powerful than cigarlike, and often have refillable tanks for e-liquid Mods are the largest and most powerful type of e-cigarette, and can be customized with different tanks, coils, and batteries 1.2 History of e-cigarettes E-cigarettes have become a popular alternative to traditional tobacco cigarettes over the past decade The concept of electronic cigarettes dates back to the 1960s, but it wasn't until the early 2000s that the first commercial e-cigarette was introduced to the market The early e-cigarettes were relatively primitive and lacked the sophistication and features of contemporary e-cigarettes Early e-cigarettes relied on ultrasonic technology to vaporize the nicotine solution, but modern ecigarettes have heating elements that are powered by batteries Since their introduction, e-cigarettes have undergone numerous modifications and improvements E-cigarettes have evolved from simple, single-use s to complex, customizable s that allow users to adjust the voltage and temperature of the E-cigarettes have also become increasingly popular among Generation Z, which is the demographic cohort born between 1997 and 2012 E-cigarettes are often marketed to this age group through social media and other digital channels The convenience and discreetness of e-cigarettes have made them a popular choice among young adults In recent years, concerns have been raised about the health risks associated with e-cigarettes, especially among young people Despite these concerns, e-cigarette use among Generation Z continues to grow 1.3 Use of e-cigarettes among Generation Z Generation Z refers to individuals born between 1997 and 2012, making up a significant portion of the current consumer market E-cigarette use has been particularly prevalent among this demographic The prevalence and patterns of e-cigarette use among Generation Z have been of concern in recent years Studies have found that e-cigarette use is more common among high school and college students, with a higher prevalence among males than females Additionally, e-cigarette use has been found to be more common among those who have previously used other tobacco products Perceptions and attitudes of Generation Z towards e-cigarettes have also been a topic of interest Some studies have found that many young people view e-cigarettes as a safer alternative to traditional cigarettes, and believe that e-cigarettes can help them quit smoking However, other studies have found that some young people view e-cigarettes as a trendy accessory, rather than a smoking cessation aid There are several reasons why Generation Z may choose to use ecigarettes Some may use them to experiment with smoking, while others may use them as a way to fit in with their peer group Additionally, some young people may use e-cigarettes to reduce stress or anxiety, or as a form of self-expression B Overview of psychological factors that influence e-cigarette consumption behavior, including attitudes, beliefs, and emotions 1.4 Attitudes and Beliefs towards e-cigarettes Positive attitudes and beliefs about e-cigarettes Positive attitudes and beliefs about e-cigarettes can significantly influence e-cigarette consumption behavior among Generation Z One of the most common positive attitudes is the belief that e-cigarettes are less harmful than traditional cigarettes Many e-cigarette users believe that the absence of tobacco in e-cigarettes makes them a healthier alternative Moreover, some ecigarette users believe that e-cigarettes are effective for smoking cessation They think that using e-cigarettes can help them quit smoking or reduce the number of traditional cigarettes they smoke Another positive attitude towards e-cigarettes is that they are more socially acceptable than traditional cigarettes E-cigarettes not produce smoke, which is one of the main reasons why traditional cigarettes are often seen as socially undesirable Many e-cigarette users report that they feel more comfortable using e-cigarettes in public places than smoking traditional cigarettes Additionally, some e-cigarette users enjoy the variety of flavors that e-cigarettes offer, which is not typically found in traditional cigarettes Negative attitudes and beliefs about e-cigarettes Negative attitudes and beliefs towards e-cigarettes among Generation Z can be attributed to various factors One of the major concerns is the potential health risks associated with e-cigarette use According to a study published in the American Journal of Preventive Medicine, the aerosol produced by e-cigarettes contains harmful chemicals such as nicotine, formaldehyde, and acrolein, which can cause respiratory problems and increase the risk of cardiovascular disease Furthermore, negative attitudes towards e-cigarettes may also stem from concerns about addiction Many e-cigarettes contain high levels of nicotine, which can be highly addictive Additionally, some studies suggest that e-cigarettes may serve as a gateway to traditional cigarette use, especially among young people Another factor contributing to negative attitudes towards e-cigarettes is the perceived social stigma associated with their use E-cigarettes are often associated with “vaping culture,” which may be viewed as uncool or undesirable by some Generation Z consumers Additionally, ecigarette use may be seen as a sign of weakness or a lack of self-control, which can lead to negative perceptions Perceived health benefits and Risks of E-cigarettes Perceived health benefits and risks associated with e-cigarettes have been the subject of much debate in the scientific community Proponents of e-cigarettes argue that they are a safer alternative to traditional cigarettes and can help smokers quit However, there is limited scientific evidence to support these claims, and some studies suggest that e-cigarettes may still pose health risks According to a systematic review of studies on e-cigarettes and health, e-cigarettes are associated with lower levels of harmful chemicals compared to traditional cigarettes However, the review also noted that the levels of harmful chemicals in e-cigarettes vary widely and are not yet fully understood Additionally, some studies have suggested that the vapor from e-cigarettes may 10 Social Factors Influencing E-cigarette Consumption Behavior A The role of advertising and media in shaping e-cigarette consumption behavior The role of advertising and media has been identified as a significant factor in shaping ecigarette consumption behavior Advertising for e-cigarettes has been found to increase awareness, use, and positive attitudes towards these products among both youth and adults A study conducted by the Truth Initiative found that exposure to e-cigarette ads increased the likelihood of e-cigarette use among young adults by 50% One of the ways that advertising influences e-cigarette consumption is by promoting positive attitudes towards these products E-cigarette ads often emphasize the benefits of using these products, such as their perceived reduced harm compared to traditional cigarettes and the ability to use them in places where smoking is prohibited These ads also often use celebrities, social media influencers, and other popular figures to promote e-cigarettes, which can contribute to their normalization and increase their appeal In addition to advertising, media coverage of ecigarettes has also been shown to influence consumption behavior Positive media coverage of ecigarettes, including articles and news segments that highlight their perceived benefits or downplay potential risks, can contribute to the normalization and increased use of these products A study published in the Journal of Health Communication found that positive media coverage of e-cigarettes was associated with increased use and positive attitudes towards these products among youth and young adults However, there have been some efforts to regulate e-cigarette advertising and media coverage, particularly with regards to youth The Food and Drug Administration (FDA) has implemented regulations on e-cigarette advertising, including a ban on the use of cartoon characters, and has increased efforts to monitor and enforce these regulations Additionally, some media outlets have taken steps to limit the promotion of e-cigarettes, such as refusing to run ads for these products B Cultural and societal factors influencing e-cigarette use among Generation Z Cultural and societal factors play a significant role in influencing e-cigarette use among Generation Z One factor is the normalization of smoking and the portrayal of smoking in popular culture, such as in movies and television shows A study published in the Journal of Adolescent Health found that exposure to onscreen smoking is associated with an increased 18 likelihood of e-cigarette use among adolescents Peer influence is another cultural factor that can affect e-cigarette use among Generation Z Adolescents are particularly susceptible to peer influence, and studies have shown that e-cigarette use is often initiated in social settings with peers A study published in the journal Tobacco Control found that adolescents who perceive ecigarette use as popular among their peers are more likely to use e-cigarettes themselves Marketing strategies used by e-cigarette companies also play a role in shaping cultural norms and attitudes towards e-cigarettes For example, e-cigarette companies have targeted youth by using flavors that are appealing to younger audiences and advertising on social media platforms popular among Generation Z A study published in the journal Pediatrics found that exposure to e-cigarette advertising is associated with increased odds of e-cigarette use among youth Finally, societal attitudes towards smoking and tobacco use can also influence e-cigarette use among Generation Z A shift towards a smoke-free society has led some individuals to view ecigarettes as a healthier alternative to traditional cigarettes However, it is important to note that the long-term health effects of e-cigarette use are still not fully understood, and some experts have expressed concern about the potential harms of e-cigarette use Methodology for Survey 3.1 Description of the research design and methodology This section will outline the primary research design and data collection strategy used in the investigation into Generation Z's e-cigarette use patterns In the research process, the following points will be covered (i) Preliminary quantitative and qualitative research (ii) Measurement scales build-up and adjustment (iii) Sample design (iv) Official quantitative research The research's findings are presented in a logical and simple-to-understand manner in accordance with the order in which the research was conducted 19 • Research method: Indirect investigation was used to collect data We develop the necessary theories and the research model from the research aim, and we evaluate the model by examining the data we have gathered • Data collection method: Using online survey (Online survey) and qualitative (by questionnaire) on a large scale to collect opinions of research subjects • Sample of research participants: The sample group is individuals of Generation Z in Ho Chi Minh City • Data collection process: Develop and implement an online questionnaire, then conduct data collection over a 1-month period • Data analysis method: Using multivariate analysis method to analyze the collected data • Limitations of the study: The limitations of the study include the limitation of the sample of participants, the reliability of the data collected, and the applicability of the results to other countries or regions 3.2 Overview of the data analysis techniques (i) Preliminary quantitative and qualitative research techniques This method primarily responds to "why," "what," and "how" queries Quantitative methods, including surveys, attitude scales, standard outcomes, and more, are used to answer each of these issues These analyses frequently take the shape of writings and stories that describe the issue that has to be researched (ii) Statistical analysis techniques based on Artificial Intelligence and Machine Learning Data collection, interpretation, and validation are all topics covered by statistics The process of conducting some statistical modification in order to quantify data and apply statistical analysis is known as statistical analysis Descriptive data, including survey and observational data, are covered by quantitative data It also goes by the name of descriptive analysis Based on data statistics, we may observe information about e-cigarette product consumers, such as: the number of users or non-users; user usage frequency; cost; and what the user needs to purchase the product (iii) Techniques based on Visualization and Graphs: 20