Warning Signage on Cigarette Packaging and Buying Behaviour: Does It Really Matter?
The implementation of warning signage on cigarette packaging is widely practiced in various parts of the world, including developing markets.The purpose is todiscourage people from buying cigarette and smoking.Despite the effort to promotethe importance of health to the publics, the effectiveness...
| Main Authors: | , , , , |
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| Format: | Proceeding |
| Language: | English |
| Published: |
2016
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/14153/ http://ir.unimas.my/id/eprint/14153/1/Warning%20Signage%20on%20Cigarette%20Packaging%20%28abstract%29.pdf |
| Summary: | The implementation of warning signage on cigarette packaging is widely practiced in various
parts of the world, including developing markets.The purpose is todiscourage people from
buying cigarette and smoking.Despite the effort to promotethe importance of health to the
publics, the effectiveness of warning signage with negative messages on cigarette packaging
remains largely inconclusive.Hence, the present study attempts to investigate the effect of
religiosity, cultural orientation and peer influence on buying cigarette, and the moderation
effect of warning signageon cigarette packaging in the Sarawakian context. Utilizing
purposive sampling technique, self-administered questionnaire was administered. 156 usable
copies were collected in a month time. Data were then analyzed using PROCESS macro in
SPSS. The findings show that while peer influence has positive effect on buying behaviour,
warning signage only moderates the relationship between cultural orientation and buying
behaviour. As such it highlights the importance to cultivate healthy cultural values, and
suggests the need to utilize warning signage on packaging in the appropriate manner so as to
communicate the intended messages effectively. Implications and future studies are provided. |
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