Examining Social Norms, Attitudes and Beliefs Regarding Adolescents’ Intention to Avoid Vaping to Design Prevention Messages

To address the public health issue of vaping among youth and inform messaging strategies, this study examines the psychosocial correlates of intention to avoid vaping. An online survey was conducted among 2,756 adolescents aged between 14 and 18 years in Quebec, Canada. The frequency of vaping and psychosocial correlates of intention were assessed by means of a questionnaire. Psychosocial variables were assessed using standardized measures from the reasoned action approach and the social norm approach. Specific beliefs pertaining to vaping (e.g., perceived risks, addiction, health impacts, etc.) were also assessed. Logistic regression analyses revealed that perceived behavioral control, attitudes and past behavior were associated with intention. Injunctive and descriptive norms were significantly associated with intention to avoid vaping. Some vaping beliefs were significantly associated with intention, representing promising themes to design anti-vaping messages (e.g., nicotine and mental health, stress management and addiction). Overall, findings recall the importance of norms in youth vaping behavior and the need to tailor messages on targeted audiences' beliefs. Future campaigns should integrate normative influences and specific beliefs into their messaging strategy to avoid negative reactions from youth, improve effectiveness and reduce the prevalence of vaping.