A Qualitative Exploration of Young South African Women’s Patterns and Reasons for Using E-Cigarettes

Electronic cigarettes have become increasingly popular, especially among young people when compared to other demographic groups. This study explored young South African women’s experiences of using e-cigarettes. Age of initiation, patterns and reasons for using e-cigarettes, the financial impact and the experience of quitting were explored. This qualitative study used an interpretive research paradigm. Data were collected from three focus groups that were guided by a discussion guide. The total sample comprised 11 young women aged between 18 and 25 years who had used or were using e-cigarettes. Data were analysed using thematic analysis with the aid of NVivo version 12. Findings revealed five key themes: (1) age of e-cigarette initiation ranged from pre-adolescence to adolescence, and in adulthood; (2) patterns of use included occasional and daily use, concurrent use with tobacco products (dual use) and use with tobacco products and alcohol. Participants reported using e-cigarettes at social events, with other peers and alone; (3) reasons for use included emotional regulation (easing stress, boredom), peer pressure, experimentation, the appeal of e-cigarettes’ designs and flavours, ease of access and enhanced social media presence; (4) the impact of e-cigarette use weighed on financial and familial issues; (5) concerning quitting, only one participant reported successfully quitting while some participants had tried to quit but had been unsuccessful and advocated for more cessation support. Interventions to address how to better manage peer pressure, boredom and stress as well as policies to regulate the design and flavours of e-cigarettes are needed to help young women not to get initiated into a lifetime of nicotine addiction. Cessation support is also needed to assist young people (especially women) who wish to quit using e-cigarettes.