Decipher the ‘reasons for’ and ‘reasons against' vaping and intention to quit among generation Z consumers
Decipher the ‘reasons for’ and ‘reasons against' vaping and intention to quit among generation Z consumers
Generation Z (Gen Z) grows up in an ever-changing environment filled by new technologies, which results in new consumption phenomena that are significantly different from other generations. Vaping as a significant new consumer cultural phenomenon has been observed among Generation Z, while its harm is not fully clear. Therefore, based on Behavioural Reasoning Theory, this research adopted multi-method approach (ie, 21 interviews and an online survey (n= 804)) to explore the facilitators and decelerators against vaping, thereby deciphering the Gen Z’s vape quitting engagement. Our multimethod approach discovered and verified a series of concepts that are significant in unpacking the consumers’ engagement in vaping (eg, relative disadvantage and perceived uncountability) and clarified the psychological mechanism behind vaping. Our finding reveals on the dark side of technologization and brings important implications to enhance the health-related behavioural engagement among the younger generation from the perspectives of industrial development, policymaking and public health management.
Liu, Hongfei
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Ibrahim, Fahad
d9d6a57d-f8d5-4ad5-9f89-0f9b40a91a06
Lin, Fenfang
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Qiu, Yuanming
dc3e7226-bb68-4658-9eaa-97a7399020b2
Xu, Yuanyi
1992faac-1dc4-4ba6-ade5-e6d36e174454
27 July 2025
Liu, Hongfei
7d65edcf-20c9-452a-83c2-8b545b12f68c
Ibrahim, Fahad
d9d6a57d-f8d5-4ad5-9f89-0f9b40a91a06
Lin, Fenfang
d2d0fe76-3e6f-488b-94c2-6b0f4c9f08eb
Qiu, Yuanming
dc3e7226-bb68-4658-9eaa-97a7399020b2
Xu, Yuanyi
1992faac-1dc4-4ba6-ade5-e6d36e174454
Liu, Hongfei, Ibrahim, Fahad, Lin, Fenfang, Qiu, Yuanming and Xu, Yuanyi
(2025)
Decipher the ‘reasons for’ and ‘reasons against' vaping and intention to quit among generation Z consumers.
Global Marketing Conference, , Hong Kong.
24 - 27 Jul 2025.
Record type:
Conference or Workshop Item
(Other)
Abstract
Generation Z (Gen Z) grows up in an ever-changing environment filled by new technologies, which results in new consumption phenomena that are significantly different from other generations. Vaping as a significant new consumer cultural phenomenon has been observed among Generation Z, while its harm is not fully clear. Therefore, based on Behavioural Reasoning Theory, this research adopted multi-method approach (ie, 21 interviews and an online survey (n= 804)) to explore the facilitators and decelerators against vaping, thereby deciphering the Gen Z’s vape quitting engagement. Our multimethod approach discovered and verified a series of concepts that are significant in unpacking the consumers’ engagement in vaping (eg, relative disadvantage and perceived uncountability) and clarified the psychological mechanism behind vaping. Our finding reveals on the dark side of technologization and brings important implications to enhance the health-related behavioural engagement among the younger generation from the perspectives of industrial development, policymaking and public health management.
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Published date: 27 July 2025
Venue - Dates:
Global Marketing Conference, , Hong Kong, 2025-07-24 - 2025-07-27
Identifiers
Local EPrints ID: 510562
URI: http://eprints.soton.ac.uk/id/eprint/510562
PURE UUID: 11c2453d-4cf0-4569-bc25-4c4094b766a0
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Date deposited: 13 Apr 2026 16:57
Last modified: 14 Apr 2026 02:03
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Contributors
Author:
Fahad Ibrahim
Author:
Yuanming Qiu
Author:
Yuanyi Xu
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