Effects of cigarette greenwashing advertising on behavioral economic demand, puff topography, and health risk perception

Abstract

Greenwashing tactics involve advertising products as ecofriendly and/or natural, which may reduce perceived health risk. We tested the effect of greenwashing advertising tactics on cigarette demand, puff topography, and perceived health risk. Young adults (N = 31) who smoke cigarettes completed a within-subject experiment involving two topography and seven operant demand sessions. Participants were exposed to advertising for novel cigarette “brands.” One brand was advertised using greenwashing tactics, whereas the other brand included matched control tactics. Unknown to participants, both conditions used the same commercial cigarette brand. During topography sessions, participants smoked cigarettes ad lib and puff topography data were collected. During demand sessions, cigarettes were concurrently available at varying prices. No significant differences were observed for puff-topography measures (d_z values < 0.28). Participants demonstrated a preference for the cigarettes advertised using greenwashing tactics when concurrently available at the same low price with more puffs earned (d_z = 0.44) and a greater proportion of total puffs smoked (d_z = 0.55). Both brands acted as substitutes for each other, with substitution not reliably differing by brand. These findings indicate that greenwashing advertising tactics may increase the relative reinforcing effects of cigarettes particularly when available at prices similar to those for standard cigarettes, findings that should be considered by regulatory authorities.