Are Perceived Benefits of Heated Tobacco Products Consumption Aiding Smoking Cessation?

Background The tobacco industry has been facing several transformations, considering that technology evolved and health concerns have increased. One way for this to meet the growing social is provide alternative solutions. Heated products (HTPs) were solution found, but they nevertheless pose challenges regulators, companies, consumers, since HTPs are advertised as a less harmful conventional cigarettes. Focus of Article This study aims analyze smokers' perception insights marketing campaigns targeting behavioral change. Research questions main objectives research are: (1) assess whether smokers ex-smokers view than traditional cigarettes; (2) determine what extent can help increase intention quit smoking. Methods explores smokers’ consumption using modified version Health Belief Model (HBM). A survey involving 250 was conducted test conceptual model PLS-Path modeling validate hypotheses. data analyzed SPSS 27 SmartPLS 3.3 programs. Results results suggest perceived benefits heated negatively influence likelihood quitting Therefore, do not work auxiliary with regard In some cases, effect quite opposite, use increases dependence. Perceived susceptibility severity significant predictors decision limitations Future could sample includes only ex-smokers, understand primary motivation behind replacing cigarettes HTPs. Practical implications Entities attempting promote reduction should equate focus on smokers. Whenever studying perceptions HTPs, it important consider dependence nicotine particularities devices used consume Importance Social Marketing Field Considering relevance growth consumption, well industry’s economic power, offers relevant into consumers’ toward