Greenwashing cigarettes: Perceptual and behavioral evidence of inaccurate modified risk advertising

漂绿香烟：不准确的改良风险广告的感知和行为证据

• 批准号: 10170306
• 负责人: Matthew Wayne Johnson
• 金额: $ 48.27万
• 依托单位: JOHNS HOPKINS UNIVERSITY
• 依托单位国家: 美国
• 财政年份: 2020
• 资助国家: 美国
• 起止时间: 2020-06-01 至 2023-05-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/10170306
• 关键词: Address; Advertising; Affect; Age; Area; Behavior; Behavior assessment; Behavioral; Cigarette; Cognitive; Communication; Data; Descriptor; Elderly; Equipment and supply inventories; Family Smoking Prevention and Tobacco Control Act; Grant; Imagery; Industry; Label; Laboratories; Laboratory Study; Marketing; Measures; Mediator of activation protein; Mentored Research Scientist Development Award; Methods; Monitor; Nicotine; Policies; Prevalence; Price; Psychology; RQ2; Recording of previous events; Regulation; Research; Research Design; Risk; Sampling; Science; Self Administration; Smoke; Smoker; Smoking; Smoking Behavior; Smoking Status; Subgroup; Surveys; Techniques; Testing; Time; Tobacco; Tobacco Industry; Tobacco use; Water; Work; authority; base; behavioral economics; behavioral study; cigarette advertising; cigarette smoking; cognitive testing; design; experience; experimental study; health warning; innovation; interest; lexical; multimodality; never smoker; novel; response; risk perception; smoking initiation; tobacco advertising; tobacco regulatory science; young adult

PROJECT SUMMARY The Family Smoking Prevention and Tobacco Control Act granted the FDA the authority to regulate and restrict tobacco advertising tactics that inaccurately convey reduced product risk, yet there is a dearth of up-to-date regulatory science to inform such regulations. Although FDA has restricted use of descriptors such as “natural” and “additive-free,” our research shows that the tobacco industry quickly pivoted to increase use of alternative, unregulated tactics. Greenwashing is one increasingly common tobacco marketing strategy in which products are portrayed as eco-friendly and/or natural. Our preliminary research indicates that greenwashing tactics may inaccurately convey modified product risk to consumers. To address this problem, we have developed a comprehensive and dynamic approach involving multi-modal cognitive and behavioral assessments. The overarching objective is to describe how cigarette companies use greenwashing to market their products, and test the effect of these tactics on both risk perceptions in an online sample and actual smoking behavior in a controlled laboratory study. Our proposed research focuses on young adults (age 18-29), because this is a key age for smoking initiation and escalation, and research has found that young adults may be more susceptible than older adults to greenwashing in cigarette ads. We aim to: (1) Identify specific greenwashing tactics used in cigarette ads, determine their prevalence across brands and sub-brands, and determine changes in these tactics over time; (2) Test the extent to which the greenwashing tactics identified in Aim 1 contribute to inaccurate modified risk perception in a large sample (N=1,500) using an online survey; and (3) Test the effect of greenwashing on behavioral economic demand and smoking topography in a laboratory-controlled cigarette self-administration study. Per the RFA, this application is unrelated to health warnings and focuses exclusively on advertising tactics that inaccurately convey modified product risk. This work connects to the Marketing Influences interest area, specifically, the priorities of “understanding why people become susceptible to using tobacco products...and transitions between experimentation, initiation to regular use and dual use” and “methods, measures, and study designs to best assess the impact of tobacco product advertising, and promotion restrictions on users and non-users of tobacco”. The data from the online cognitive assessment and laboratory- based behavioral study proposed in this research will clearly connect tobacco advertising features to product risk perceptions and actual smoking behavior. This work will provide FDA with an integrated set of evidence that identifies misleading greenwashing tactics that inaccurately convey modified product risk which can be used to inform regulatory action regarding restrictions of this type of advertising.

项目总结 《家庭吸烟预防和烟草控制法》授予FDA监管和限制的权力 烟草广告策略不准确地传达了降低产品风险的信息，但缺乏最新的 为此类法规提供信息的监管科学。尽管FDA已经限制了诸如“自然”之类的描述词的使用 “无添加剂”，我们的研究表明，烟草行业迅速转向增加替代品的使用， 不受管制的战术。绿色洗涤是一种越来越常见的烟草营销策略，其中的产品 被描绘成环保和/或自然的。我们的初步研究表明，洗绿策略可能会 不准确地将修改后的产品风险传达给消费者。为了解决这个问题，我们开发了一种 全面和动态的方法，涉及多模式认知和行为评估。这个 总体目标是描述卷烟公司如何利用绿色洗涤来营销他们的 并在在线样本和实际样本中测试这些策略对风险感知的影响 对照实验室研究中的吸烟行为。我们建议的研究重点是年轻人(年龄 18-29)，因为这是开始吸烟和吸烟升级的关键年龄，研究发现，年轻人 成年人可能比老年人更容易受到香烟广告中的绿色洗涤的影响。我们的目标是：(1)确定 香烟广告中使用的特定洗绿策略，决定了它们在各品牌和 子品牌，并确定这些策略随时间的变化；(2)测试 目标1中确定的绿色清洗策略在很大程度上导致了不准确的修正风险认知 使用在线调查抽样(N=1,500)；以及(3)测试绿色洗涤对行为的影响 实验室控制的香烟自我管理中的经济需求和吸烟地形 学习。根据RFA的说法，这个应用程序与健康警告无关，只专注于广告 不准确地传达修改后的产品风险的策略。这项工作与营销影响兴趣有关 在这一领域，特别是“了解人们为什么容易使用烟草”的优先事项 产品...以及试验、开始常规使用和两用“与”方法之间的过渡， 措施和研究设计，以最好地评估烟草产品广告和促销的影响 对烟草使用者和非使用者的限制“。来自在线认知评估和实验室的数据- 这项研究中提出的基于行为的研究将清楚地将烟草广告特征与产品联系起来 风险认知和实际吸烟行为。这项工作将为FDA提供一套完整的证据 识别误导性的洗绿策略，不准确地传达修改后的产品风险，这可能是 用于通知有关此类广告限制的监管行动。