Utilizing Social Norms Marketing to Address E-Cigarette Use on College Campuses

¹ University Health Services Mānoa, Health Promotion Program, University of Hawaii at Mānoa, 1710 East-West Rd, Honolulu, HI 96822, USA
² Kapiolani Medical Center for Women and Children, 1319 Punahou St, Honolulu, HI 96826, Hawaii, USA
³ University of Hawaii Cancer Center, Cancer Prevention Program, 701 Ilalo St, Honolulu, HI 96813, Hawaii, USA

^* e-mail: kristen@hawaii.edu

Abstract

E-cigarette use is a serious health concern among adolescents and young adults. This study identifies factors associated with e-cigarette use in an effort to better understand what impacts college students’ decisions to use this tobacco product. This study utilizes data from a survey conducted at a research institution and two community colleges located in Hawaii. A multivariate logistic regression analysis identified key risk factors associated with college student e-cigarette use. Independent factors associated with e-cigarette use included use of traditional cigarettes and having one or more family members or friends who currently used e-cigarettes. Exposure to online e-cigarette information was also associated with increased odds of e-cigarette use. The study findings have important implications for e-cigarette control among adolescents and young adults. Service learning students can take an active role in developing social norms marketing campaigns designed to communicate the risks of e-cigarette use and counter marketing ploys that foster unsubstantiated beliefs regarding the benefits of e-cigarette use.