DOES ATTITUDE, SUBJECTIVE NORMS AND BEHAVIORAL CONTROL INFLUENCE THE INTENTION TO SMOKE? A STUDY AMONG PRIVATE UNIVERSITIES STUDENTS OF KARACHI, PAKISTAN

Abstract

Purpose: This research project is undertaken on the topic to investigate the factors that influence young smoker’s intention to smoke. The specific category of young individuals studying in private institutes are being targeted to better understand what are the deciding factors that lead them to start smoking. Methodology & Design: This study has employed quantitative method via using the deductive approach and explanatory type of research. Convenience sampling was used to get the responses through using the questionnaire. Findings: As per the result student’s attitude and subjective norms towards smoking has an impact on the intention to smoke whereas perceived behavioral control towards smoking has no impact on the intention to smoke. Students have a greater knowledge about the adverse effects of smoking; however, this does not mean they do not consume cigarettes. Instead, subjective norms have been found to be the most important influencer which influences their decision to uptake cigarettes. Limitations: Sample size was limited. Under COVID-19, proper field work could not be conducted. While a convenience sampling technique was used. Thus, a longitudinal study needs to be conducted to assess the behavior properly and better understand the cause-and-effect relationship. Practical Implication: The findings of this study also highlighted the importance of social gatherings and peer pressure on smoking among male and female college students, as well as the role ofsame-sex families in encouraging such behavior increase. They also serve as a reminder ofthe value of "role models" in our communities, schools, and universities (teachers / teachers), as well as at work. Furthermore, the media must realize the necessity of deterring or outright prohibiting smoking in dramas. Adolescents and young adults, particularly in local cultural dramas, emulate idols / performers who appear to smoke in episodes / movies. Focus on alternatives to smoking, including vapes and nicotine pouches. Next, find out whether gender differences exist in this construct.