Centre for Behavioural Research in Cancer, Cancer Council Victoria, Melbourne, Victoria, Australia
Centre for Behavioural Research in Cancer, Cancer Council Victoria, Melbourne, Victoria, Australia.
Tob Control. 2024 Nov 10;33(e2):e225-e230. doi: 10.1136/tc-2023-058161.
Campaigns highlighting the health harms of smoking have demonstrated success in motivating people who smoke to quit. Tobacco production and use also exert a toll on the environment, sustainable development and human rights. However, messages highlighting these harms of tobacco have been relatively unexplored as a cessation motivation strategy. In this study, we examined the extent to which a range of messages about climate, pollution and social justice harms of tobacco are perceived as motivating among people who smoke, overall and by sociodemographics.
Australian adults who smoke (n=395) aged 18-59 years reported the 'extent to which each of the following motivated them to quit smoking' and were then presented with messages about (four items), (three items) and (three items) harms of tobacco, which they rated on a 5-point scale ranging from 1 'Not at all' to 5 'Very much so' in this online cross-sectional survey. Differences by age, education, gender, socioeconomic status (SES) and geographical region were examined using prevalence ratios from generalised linear models with log-link (Poisson regression).
For each of the 10 messages, between one-half and two-thirds of the overall sample perceived them as motivating (49-65%), particularly messages highlighting harms to human or animal life and welfare (all ≥60%). Across all message themes, younger adults (18-35 years) and those who completed tertiary education were more likely to perceive some messages as motivating. Perceived motivation did not vary significantly by gender, SES or geographical region.
Findings suggest that value-based messaging featuring the environmental and social justice footprint of tobacco is perceived as motivating for smoking cessation, especially among younger people and those with higher education who may be more engaged with these issues. Inclusion of such messages as part of a comprehensive antitobacco communication strategy may provide an untapped opportunity by potentially providing people who smoke with additional compelling reasons to quit.
强调吸烟对健康危害的宣传活动已经成功地激励了吸烟人群戒烟。烟草生产和使用也对环境、可持续发展和人权造成了影响。然而，作为一种戒烟激励策略，强调烟草这些危害的信息相对较少被探索。在这项研究中，我们研究了一系列关于烟草对气候、污染和社会正义危害的信息在多大程度上被吸烟人群认为是戒烟的动机，以及这些信息在不同人口统计学特征中的影响。
澳大利亚 18-59 岁的成年吸烟者（n=395）报告了“以下每一条信息在多大程度上促使他们戒烟”，然后他们对四条关于烟草对气候危害的信息、三条关于烟草对污染危害的信息和三条关于烟草对社会正义危害的信息进行了评分，评分范围从 1（一点也不）到 5（非常），这是一项在线横断面调查。使用广义线性模型（对数链接）（泊松回归）来检验年龄、教育、性别、社会经济地位（SES）和地理位置差异的优势比。
对于这 10 条信息中的每一条，总体样本中有一半到三分之二的人认为这些信息具有激励作用（49%-65%），特别是强调对人类或动物生命和福利的危害的信息（均≥60%）。在所有信息主题中，年轻成年人（18-35 岁）和接受过高等教育的人更有可能认为一些信息具有激励作用。感知的动机在性别、SES 或地理位置方面没有显著差异。
研究结果表明，以烟草的环境和社会正义足迹为特色的基于价值观的信息，被认为是戒烟的激励因素，尤其是在年轻人和受教育程度较高的人群中，他们可能更关注这些问题。将这些信息纳入全面的反烟草传播策略中，可能会提供一个尚未开发的机会，为吸烟人群提供更多戒烟的理由。
