The intention to quit smoking

Abstract

Purpose From the perspective of developing countries, studies regarding the behavioral effects of quitting tobacco consumption on emerging psychological determinants are limited. The purpose of this paper is to examine the influence of emotional intelligence (EI), social norms, susceptibility and self-efficacy on the behavioral effects of quitting tobacco consumption among young smokers in developing countries. Design/methodology/approach By reviewing existing literature, this study developed a conceptual model to test the influences of significant psychological determinants in regards to a young smoker’s intention to quit smoking. Accordingly, a survey instrument was designed to collect data from young smokers in Bangladesh using the convenience sampling method. A total of 500 self-administered questionnaires were distributed, out of which only 400 questionnaires were used in final data analysis. This study applied partial least square structural equation modeling (PLS-SEM) to test the proposed model. Findings Perceived EI, perceived social norms and perceived susceptibility were found to have significant direct positive effects on intention to quit smoking. Perceived susceptibility and perceived self-efficacy were observed to have moderating effects on intention to quit smoking through perceived EI and perceived social norms respectively. However, perceived self-efficacy was not found to have any significant direct effect on intention to quit smoking. Originality/value This is the first study of its kind which combined EI, susceptibility, self-efficacy, and social norms in one theoretical framework to explain a young smoker’s intention to quit smoking. Also, in the context of Bangladesh and similar developing countries, there are no such studies which used the psychological components investigated in this study to predict a young smoker’s intention to quit smoking. Thus, the findings bring us closer to the goal of a tobacco-free society by allowing policy makers, NGOs, broader communities, and ultimately individual citizens to understand the psychological predictors of quitting tobacco consumption among young smokers in developing countries.