The impact of Demarketing factors on behavior of purchasing tobacco products of Youth Generation in Ho Chi Minh, Vietnam: A study on Demarketing promotes smoking cessation

Abstract

Due to a lack of research documents related to demarketing in reducing tobacco product purchase behavior among the young generation in Vietnam today, the purpose of this study is to identify Demarketing factors affecting the purchase intention of young consumers in Ho Chi Minh City. Simultaneously, to assess their impact on young consumers' smoking cessation behavior. And this study aims to improve the smoking cessation behavior of young consumers. The model of this study is based on the Theory of Planned Behavior model. However, some variables of the model have been changed, and some new variables have been added to match the research topic of the group. Qualitative research is used to test the hypotheses for the model and find out its limitations. The qualitative research took place in the form of an in-depth interview with the participation of two experts and a focus group discussion with 10 young people. Then, quantitative research is applied to test the hypothesis. The study was conducted on 310 respondents aged 16-30, living in Ho Chi Minh City. SPSS 19 and Amoss 22 are the two tools that this study used to analyze the data. The study results in that Attitude, Positive Anticipated Emotions, and Negative Anticipated Emotions directly affect Desire, as well as indirectly affect the Intention and Behaviour of stopping purchasing and using tobacco products of the young generation. Besides, awareness of behavior control has an impact on both Intention and Behaviour in the process of smoking cessation. This is the first study to use the analytical model to clarify the influence of Demarketing on the behaviour of purchasing tobacco products of the Youth Generation in Ho Chi Minh. This study will not only facilitate the reduction in the purchase of tobacco products by young customers but also help support the development of Demarketing campaigns about tobacco products on the market today. Demarketing strategies need to be promoted by society to spread more in the market and contribute to reducing smoking among young people.