The impact of specific health warning messages on Chinese young people’s perception of smoking risks and quitting intentions

Abstract

Introduction Although a substantial body of research has analyzed the effectiveness of cigarette package warning labels in tobacco control, the very general health warnings messages (HWMs) on cigarette packaging in China have shown limited effectiveness in deterring youth from smoking. Therefore, this study investigates the impact of specific and more detailed warning text messages on Chinese young people’s risk perception of smoking and their intention to quit. Methods We employed a randomized survey experiment to examine the impact of specific text-based warning labels on Chinese young people’s risk perception of smoking and intention to quit. The total effective sample size was 1064 participants. The subjects were divided into three groups: the first group served as the control group, which was shown the existing cigarette package warning labels; the second group was shown cigarette package warning labels related to cardiovascular, digestive, and respiratory diseases; and the third group was shown cigarette package warning labels related to sexual dysfunction. Results The respiratory disease-related warnings significantly increased young people’s awareness of smoking-related respiratory risks (p<0.01). The impact of warning labels for the three common diseases on enhancing young people’s overall risk perception of smoking (p<0.05) and their intention to quit exhibited only weak statistical significance (p<0.05). In contrast, warning labels related to sexual dysfunction significantly increased young people’s risk perception of smoking (p<0.001) and their intention to quit (p<0.001), with a much higher level of statistical significance compared to those related to the other three common diseases. Conclusions Detailed descriptions of the risks associated with all four diseases were positively correlated with awareness of smoking-related harm and the intention to quit. However, warnings related to sexual dysfunction had a greater level of statistical significance compared to those related to the other three common diseases. This stronger significance may be attributed to young people’s heightened concern about sexual dysfunction.

Keywords

• cigarette package warning labels
• risk perception
• smoking cessation
• chinese youth