Perceptions of Game cigarillo packaging among young adult tobacco users: The effect of package color and the “natural leaf” descriptor

Abstract

IntroductionTobacco packaging elements have been shown to influence product perceptions and use intentions. Garcia y Vega’s Game cigarillos are distinct from other brands in their use of “natural leaf” on packaging. The term “natural” has been linked to misperceptions about lower risk in the context of cigarettes. This study examines the impact of the “natural leaf” descriptor and pack color on young adults’ cigarillo perceptions and intentions. MethodsIn April-June 2020, we conducted an online experiment with 1,063 young adults (ages 18–34) that were past year users of cigars, vaping products, or marijuana. Subjects were randomly assigned to view one of eight images of Game cigarillo packs that varied in color and presence of the “natural leaf” descriptor. ResultsPurple packaging increased perceptions that the product tasted good, smelled nice, was flavored, and that a typical user was young. “Natural leaf” increased beliefs that the product contained high quality tobacco and that a typical user was trendy. When on grey packs, it increased favorable perceptions compared to when on brightly colored packs, including perceptions that the product tasted good, was fresh, that a typical user was trendy, and that the product was flavored. ConclusionsThis study is the first to present quantitative evidence on the impact of the “natural leaf” descriptor on cigarillo perceptions and intentions, extending work that has been done in the context of cigarettes. Utilizing highly realistic stimuli, findings demonstrate that both the term “natural leaf” and packaging color can increase favorable perceptions of cigarillos.