Strategic Packaging and Labelling Policies Affecting Purchase Intention Towards Harmful Products

Abstract

Characteristics of effective health warning labels (HWLs) were determined strategically by the collaboration of variety of stakeholders such as international, governmental and non-governmental organizations. As one of the important stakeholders Health Ministry of Turkey requires cigarette companies to put HWLs on cigarette packs in addition to other anti-smoking measures. Yet, Turkey still ranks 10th in smoking prevalence in Europe. In this respect, this research aims to understand whether strategic packaging and labelling regulations are effective and the determinant of effective HWLs on Turkish sample. This study explores the influence of believability levels of HWLs on individuals’ perceived health and social risks associated with smoking. Furthermore, total effect of these variables on the effectiveness of HWLs was assessed. Relations within the model were analysed with Partial Least Square Structural Equation Modelling (PLS-SEM) software WarpPLS. In data collection, survey link was administered online and 432 valid responses were obtained from non-smokers (210) and smokers (212). Findings revealed that the believability of the HWLs’ content is an essential element to boost perceived health and social risks of smoking as well as increasing the intention to abstain from smoking regardless of participants’ smoking status. Surprisingly, for both subsamples perceived health risks of smoking was found to have no influence on smoking intentions. But social risk perceptions positively encouraged individuals to abstain from smoking. Therefore, to discourage smoking, social costs of smoking such as peer disapproval, yellow teeth and bad breath etc. should be emphasized on cigarette packs rather than relying on only health risks. In addition, the structural model exhibited that relations between two paths (believability levels of the HWLs’ content → effectiveness of HWLs; the perceived social risks of smoking → effectiveness of HWLs) were stronger for the smokers’ subsample. Therefore, designing convincing warnings in addition to emphasizing social risks of smoking are more effective to motivate smokers than non-smokers. Hence, health promoters must make sure that health warnings are perceived as credible prior to implementation. They should also take smoking status into account rather than pursuing a mass communication strategy targeting the whole population.