SHS Web Conf.
Volume 59, 2018The 6th Asia-Pacific Regional Conference on Service-Learning (APRCSL 2017)
|Number of page(s)||8|
|Published online||10 December 2018|
Utilizing Social Norms Marketing to Address E-Cigarette Use on College Campuses
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: firstname.lastname@example.org
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.
Key words: College health / E-cigarette use / Service learning / Social norms marketing
© The Authors, published by EDP Sciences, 2018
This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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