吸菸者對素面菸盒認知及素面菸盒政策實施對吸菸行為影響

Smokers’ perceptions of plain cigarette packaging and impact of related policies on smoking behavior

本研究在探討吸菸者對素面菸盒認知及素面菸盒政策實施對吸菸行為的影響。本研究以焦點團體訪談並輔以量化問卷方式，針對21位吸菸者進行調查。研究發現有三分之二受訪者不知道或沒聽過素面菸盒，最不喜歡素面菸盒的顏色為黑褐色。在素面菸盒圖文以嬰兒與肺癌警示圖片、及圖文面積較大較能顯現出吸菸健康風險的嚴重性。若素面菸盒政策實施，受訪者表示無法在包裝上辨認品牌容易拿錯會造成麻煩，比較不方便，但還是會繼續買，不會對吸菸行為產生影響。而素面菸盒政策實施是否更容易抽到偽菸，因多數受訪者都能夠分辨偽菸，只要購買菸品的通路是正當的商店，買到偽菸的機會就不會增加，跟菸品素面菸盒包裝改變沒什麼關係。本研究結果將有助於政府推行菸品素面菸盒政策之參考。

This study investigated smokers’ perceptions of plain cigarette packs and the impacts of related policies on their smoking behavior. The study involved 21 smokers, whose opinions were sought through focus group interviews and supplemented by quantitative questionnaires. It was found that two-thirds of the subjects did not know or had never heard of plain cigarette packaging and that dark brown was the most disliked packaging color. Further, the subjects thought that warning graphics involving children and the elderly could be used to highlight the harmful effects of smoking. In addition, a larger graphic size conveyed a more effective warning. The subjects expressed that the inability to recognize specific brands, if policies requiring plain cigarette packaging were implemented, could cause them to select the wrong brand. Despite the trouble and inconvenience, their purchase of cigarettes and smoking behavior would not be affected. Most of the subjects were not concerned about the issues regarding fake cigarettes and difficulty of distinguishing cigarettes of different brands. Further, most of them were able to distinguish fake cigarettes from the real ones. As long as the cigarettes were purchased from legitimate stores, the likelihood of purchasing fake cigarettes would not increase, nor would this issue be related to a switch to purchasing plain cigarette packs. It is hoped that the above findings would serve as useful references when the government implements policies relating to plain cigarette packaging.