Stigma against Cannabis and Tobacco Users by Nonusers in the U.S.: The Role of Culture and Honor Values

People who strongly endorse honor values protect their reputation by avoiding and condemning potentially dishonorable behaviors. In this research, we examined whether honor values were associated with stigma against cannabis and tobacco users, as the use of stigmatized substances can damage one's reputation. Participants were nonusers of cannabis or tobacco from South Asian American (<i>n</i> = 77; 44 women, 33 men) - an understudied honor culture - and European American background in the U.S. North (<i>n</i> = 140; 96 women, 41 men, 3 non-binary) - a dignity culture, in which honor values are less likely to shape people's lives. They completed an online survey about their stigma against cannabis and tobacco users, endorsement of honor values, religiosity, and demographic background. Among South Asian American nonusers, cannabis stigma was positively associated with personal honor values and religiosity. Among European American nonusers, tobacco stigma was positively associated with family honor values. These findings show that honor values can play different roles in substance use stigma depending on people's cultural background. Understanding the cultural factors behind substance use stigma is necessary to facilitate help seeking, especially in diverse societies.