Use and Perception of Electronic Cigarettes Among College Students

Abstract

Objective: This study provides insight into how electronic cigarettes (e-cigarettes) may affect the social normative environment for tobacco use among college students. Participants: Participants were 244 freshman and sophomore students. Methods: Students completed an online self-report survey in April 2011. Results: There is a higher acceptance rate of e-cigarette smoking in public than traditional tobacco. For intention to use an e-cigarette, the strongest predictor is current tobacco use, followed by a positive orientation toward public use of e-cigarettes. Positive orientation toward public use of e-cigarettes is significantly predicted by the use of alternate tobacco, intention to use or try e-cigarettes, positive orientation toward public use of tobacco, positive attitude toward e-cigarettes, positive perception of social norms for use of e-cigarettes, and favorable orientation toward e-cigarettes as an innovation. Conclusions: These models suggest attitudinal, social normative, innovation, and behavioral factors may combine to bring the e-cigarette into wider use among college students.

Keywords:

• attitudes
• diffusion of innovations
• electronic cigarettes
• smoking laws
• social norms

ACKNOWLEDGMENTS

Research reported in this publication was supported in part by the National Institute on Drug Abuse and Food (1RO3DA033578-01) and Drug Administration Center for Tobacco Products (CTP). The content is solely the responsibility of the authors and does not necessarily represent the official views of the National Institutes of Health or the Food and Drug Administration. Support was also provided by Colorado State University's Center for Research on Communication and Technology.