"It Looks Like an Accessory": Perception of Heated Tobacco Products and its Marketing Communication among Generation Z
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00064165%3A_____%2F23%3A10473441" target="_blank" >RIV/00064165:_____/23:10473441 - isvavai.cz</a>
Alternative codes found
RIV/00216208:11230/23:10473441 RIV/00216208:11110/23:10473441
Result on the web
<a href="https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=Z7u3Lk0jqd" target="_blank" >https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=Z7u3Lk0jqd</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.35198/01-2023-001-0002" target="_blank" >10.35198/01-2023-001-0002</a>
Alternative languages
Result language
angličtina
Original language name
"It Looks Like an Accessory": Perception of Heated Tobacco Products and its Marketing Communication among Generation Z
Original language description
BACKGROUND: Heated tobacco products along with electronic cigarettes represent the current trend in nicotine use. These novel products are appealing to teenagers and young adults especially. Generation Z representatives are characterized as native digital and internet users who are exposed to online marketing intensively including tobacco and nicotine products marketing. AIM: The purpose of this study was to explore how Generation Z perceives the promotional techniques of HTP products (IQOS and glo) in the Czech Republic. METHODS: We conducted qualitative research using semi-structured interviews with Generation Z representatives (n = 12) having previous experience with heated tobacco products. Open coding method was used for qualitative data analysis. RESULTS: Our study shows that participants of Generation Z are highly influenced by modern marketing techniques of tobacco industry. According to respondents, fashion and lifestyle events and influencer marketing were the main communication channels associated with heated tobacco promotion. Practical, stylish, innovative, odorless and healthier were the most frequently associated words with heated tobacco products from the respondents' point of view. Most of the respondents use loyalty programs, benefits and discounts. CONCLUSION: Marketing communication of heated tobacco reflects the lifestyle demand of young adults. Perception of this products as innovative, stylish and healthier may contribute to normalization of tobacco and nicotine use. Advertisement, promotion and sponsorship of novel tobacco and nicotine products should be comprehensively banned to prevent their influence on children, adolescents and non-smokers.
Czech name
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Czech description
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Classification
Type
J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database
CEP classification
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OECD FORD branch
30312 - Substance abuse
Result continuities
Project
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Continuities
V - Vyzkumna aktivita podporovana z jinych verejnych zdroju
Others
Publication year
2023
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Adiktologie
ISSN
1213-3841
e-ISSN
2570-8112
Volume of the periodical
23
Issue of the periodical within the volume
2
Country of publishing house
CZ - CZECH REPUBLIC
Number of pages
8
Pages from-to
137-144
UT code for WoS article
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EID of the result in the Scopus database
2-s2.0-85172782550