The cigarette pack is defined by characteristics such as shape, size, materials (eg, soft vs hard pack), colour and graphics. 25 Figure 1 shows our adapted version of the framework and highlights the constructs that were most relevant to our study. 24 Tobacco control researchers recently adapted the framework to understand how visual changes to the cigarette pack impact consumer perceptions and found that the framework is consistent with how adult smokers in the USA talk about the visual design of cigarette packaging. The Context of Consumption Framework is a theory-informed framework created by design scholars who focus on consumer response to visual information. We used packaging as our visual stimuli and focused on consumers’ perceptions of attractiveness and harm. 23 Our work was guided by the Context of Consumption Framework and literature on tobacco packaging. 19–22 Some US adult smokers choose to use flavour capsule cigarettes based on the design of the pack. Tobacco packaging characteristics such as size, opening style, colour and descriptors influence consumer perceptions of appeal and harm and expectations of strength and taste. 18 Packaging design is used by companies to influence consumer perceptions of the product. Advertising in the Philippines is currently limited to point of sale. 13 14 Given the Philippines’ significant menthol tobacco market share and the potential for flavour capsule cigarettes to contribute to further growth, it is important to understand consumer perceptions of menthol and flavour capsule cigarettes in this lower middle-income country.Ĭigarette packaging is an important marketing tool for the tobacco industry and in the Philippines has become increasingly important due to the strict regulations on tobacco advertising. 13–17 Research on consumer perceptions of menthol and flavour capsule cigarettes has largely been focused on high-income countries with the exception of research conducted on flavour capsule cigarettes in Mexico. Early research on flavour capsule cigarettes showed that youth and young adults found them more attractive and less harmful compared with non-flavoured cigarettes and expressed an interest in trying them. 8 11 12 Both of these countries export to the Philippines. 10 11 Japan was the birthplace of flavour capsule cigarettes, and South Korea has the world’s sixth largest flavour capsule market share and recently introduced flavour capsule heat sticks. 3 Most flavour capsule cigarettes are menthol flavoured. 7 Flavour capsule cigarettes were introduced to the tobacco market in 2007 8 and sold in the Philippines as early as 2013 9-their Philippines market share is growing, increasing from 2.5% in 2014 to 4.2% in 2018. 6 Some consumers believe that menthol cigarettes are less harmful than other cigarettes. 3 This is problematic given that menthol cigarettes mask the harshness of smoking 4 5 and are associated with increased smoking initiation. 2 3 The menthol cigarette market share in the Philippines continues to grow, increasing from 21.7% in 2014 to 22.4% in 2018. The Philippines has an adult smoking prevalence of 22.7% 1 and one of the largest menthol market shares in the world.
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