Is electronic cigarette more “healthy” than conventional cigarette? Perceptions, experiences, and social norm constructions among Chinese young adult vapers

Using social norms as a theoretical perspective, this exploratory study examines Chinese young adult vapers' perceptions, experiences, and the construction of social norms surrounding the health implications of e-cigarette use. Based on semi-structured interviews with 21 participants, the findings reveal that Chinese young adults, influenced by advertisements and personal experiences, have constructed a new social norm portraying e-cigarettes as both "healthier" and increasingly "prevalent." In China's less restricted vaping environment, vapers often consume more nicotine than expected, and many found vaping ineffective for smoking cessation. Participants ultimately viewed e-cigarettes as deceptively marketed as healthier alternatives. The study highlights the need for policy changes and intervention programs to address the public health risks associated with e-cigarettes.