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: 9980558
• 负责人: Matthew Wayne Johnson
• 金额: $ 49.13万
• 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/9980558
• 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; Health; 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; innovation; interest; lexical; multimodality; never smoker; novel; response; risk perception; tobacco advertising; tobacco products; 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.

项目摘要 《家庭吸烟预防和烟草控制法》授权FDA监管和限制 烟草广告策略，不准确地传达降低产品风险，但缺乏最新的 监管科学为这些法规提供信息。尽管FDA限制使用“天然”等描述符， 和“无添加剂”，我们的研究表明，烟草业迅速转向增加使用替代品， 不受管制的战术绿色清洗是一种越来越常见的烟草营销策略， 被描绘成生态友好和/或自然的。我们的初步研究表明， 不准确地向消费者传达改性产品的风险。为了解决这个问题，我们开发了一个 全面和动态的方法，涉及多模式的认知和行为评估。的 总体目标是描述卷烟公司如何利用绿色清洗来推销其 产品，并测试这些策略对在线样本和实际风险感知的影响。 吸烟行为在一个受控的实验室研究。我们建议的研究重点是年轻人（年龄 18-29岁），因为这是开始吸烟和吸烟升级的关键年龄，而且研究发现，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清洗的影响。我们的目标是：（1）识别 香烟广告中使用的特定绿色清洗策略，决定了它们在品牌中的流行程度， 子品牌，并确定随着时间的推移，这些策略的变化;（2）测试在多大程度上， 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风险认知 样本（N= 1，500）使用在线调查;（3）测试绿色清洗对行为的影响 在实验室控制的香烟自我管理中的经济需求和吸烟地形 study.根据RFA，该应用程序与健康警告无关，仅专注于广告 不准确地传达修改产品风险的策略。这项工作连接到营销影响的兴趣 特别是在“了解人们为什么容易吸烟”这一优先领域， 产品...和实验之间的过渡，开始定期使用和双重使用”和“方法， 最佳评估烟草产品广告和促销影响的措施和研究设计 对烟草使用者和非使用者的限制”。在线认知评估和实验室的数据- 本研究提出的基于行为的研究将明确烟草广告特征与产品 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， 识别误导性的绿色清洗策略，这些策略不准确地传达了修改后的产品风险， 用于通知有关此类广告限制的监管行动。