Warning Signage on Cigarette Packaging and Buying Behaviour: Does It Really Matter?

Lau, Wee Ming and Ernest Cyril, de Run and Hiram, Ting and Francis, Chuah and Gursimran, Singh (2016) Warning Signage on Cigarette Packaging and Buying Behaviour: Does It Really Matter? In: Conference proceeding at the Sixth Asia Pacific Marketing and Management Conference (APMMC-6), 16-18 March 2016, Pusat Islam Tun Abang Salahuddin, Universiti Malaysia Sarawak.

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Abstract

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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