Addiction or social need: Towards a model to predict smoking cessation intentions

Purpose: The purpose of this study is to identify which social and psychological factors better determine intentions to quit smoking to inform public health policy. Design/methodology/approach: Data for this cross-sectional study were collected via face-to-face interaction following the pen-and-paper method. A total of 371 usable responses were received from randomly selected respondents of eight public sector universities located in the South Punjab province of Pakistan. Partial least squares structural equation modeling analysis was performed using SmartPLS program. A supplementary qualitative study, based on 21 in-depth interviews with the smokers, was conducted to augment findings of the quantitative study. Findings: Results showed that protection motivation theory and theory of planned behaviour are supported to predict intentions to quit smoking. Subjective norms have a greater influence on intentions to quit smoking than attitudes towards smoking cessation, while perceived behavioural control fails to predict intentions to quit smoking. Perceived rewards and perceived cost are significant in predicting attitudes towards smoking cessation, while extrinsic rewards predict intentions to quit smoking. Originality/value: The existing models reported in the literature have sparsely investigated the cognitive (such as motivation and emotions) and social factors (such as social influence and behavioural controls) together as determinants of intentions to quit smoking, leaving room for more studies on an integrated model of these factors. This study takes the opportunity and proposes an integrated model encompassing psycho-social factors to predict tobacco consumption quitting behaviour in an emerging economy context.