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Relative Importance of Different Attributes of Graphic Health Warnings on Tobacco Packages in Viet Nam

  • Kim, Bao Giang (Hanoi Medical University) ;
  • Le, Hong Chung (Hanoi School of Public Health) ;
  • Hoang, Van Minh (Hanoi School of Public Health) ;
  • Vu, Duy Kien (Hanoi School of Public Health) ;
  • Vu, Van Giap (Hanoi Medical University) ;
  • Nguyen, Duc Hinh (Hanoi Medical University) ;
  • Nguyen, Manh Cuong (Ministry of Health) ;
  • Pham, Duc Manh (Ministry of Health) ;
  • Ha, Anh Duc (Ministry of Health) ;
  • Yang, Jui-Chen (RTI Health Solutions)
  • Published : 2016.04.14

Abstract

Graphic health warnings (GHW) on tobacco packages have proven to be effective in increasing quit attempts among smokers and reducing initial smoking among adolescents. This research aimed to examine the relative importance of different attributes of graphic health warnings on tobacco packages in Viet Nam. A discrete choice experimental (DCE) design was applied with a conditional logit model. In addition, a ranking method was used to list from the least to the most dreadful GHW labels. With the results from DCE model, graphic type was shown to be the most important attribute, followed by cost and coverage area of GHW. The least important attribute was position of the GHW. Among 5 graphic types (internal lung cancer image, external damaged teeth, abstract image, human suffering image and text), the image of lung cancer was found to have the strongest influence on both smokers and non-smokers. With ranking method, the image of throat cancer and heart diseases were considered the most dreadful images. GHWs should be designed with these attributes in mind, to maximise influence on purchase among both smokers and non-smokers.

Keywords

Graphic health warnings;characteristics;relative importance;discrete choice experiment;Vietnam

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