How do users compare the costs between nicotine vaping products and cigarettes? Findings from the 2016–2020 International Tobacco Control United States surveys

Abstract

Background and AimsNicotine vaping products (NVPs) can potentially help adult tobacco users quit smoking. This study evaluated how adult consumers compare the costs between NVPs and cigarettes.MethodWe used data from the US arm of the 2016–2020 International Tobacco Control Four Country Smoking and Vaping (ITC 4CV) surveys to perform a multinomial logit model with two‐way fixed effects to measure how perceived cost comparisons are associated with NVP and cigarette taxes, use patterns, NVP device types and individual sociodemographic factors.ResultsHigher cigarette taxes are associated with a greater likelihood of perceiving NVPs and cigarettes as costing the same for the overall population and among people who exclusively smoke, and a lower likelihood of perceiving NVPs as more expensive among people who exclusively vape, compared with lower cigarette taxes. Pre‐filled cartridge and tank users are more likely to perceive NVPs as less expensive than cigarettes, compared with people who use other types of NVPs. The associations between taxes and perceived cost comparison were more pronounced among males, younger and low‐income populations.ConclusionsHigher cigarette taxes are associated with perceived financial incentives for nicotine vaping products (NVPs) over cigarettes, whereas NVP taxes are not associated with perceived cost comparison between NVPs and cigarettes.

Cost Comparison and Spending on Tobacco Products: Evidence from A Nationally Representative Sample of Adult E-Cigarette Users

“…Our findings are different from a previous study that shows cigarettes taxes are associated with perceiving cigarettes as more costly than e-cigarettes among US adult smokers and e-cigarette users. (He et al, 2024) These differences may be explained by sampling differences between the two studies since the prior study used a national sample primarily consisting of adult smokers (78%)(He et al, 2024) whereas our sample exclusively consists of vapers (70% exclusive e-cigarette users and 30% dual users). It is not surprising that cigarette taxes influence cost comparison among smokers and e-cigarette taxes influence cost comparison among vapers, but not vice versa.…”

“…While 30% of adult e-cigarettes never smoked, they are more likely to be young adults - a group that may be exposed to the gateway effect where e-cigarette use leads to future smoking. (He et al, 2024; Takada et al, 2022; Yao et al, 2017) Therefore, the budget or expenditures on tobacco products and the cost comparison reveal economic incentives and tradeoffs when choosing between two products, further influencing downstream behavioral outcomes including quitting and transitions (e.g., escalation, relapse).…”