Abstract:

The use of electronic cigarettes is an emerging trend in South Africa. The market entry of e-cigarettes coincides with concerted efforts by the South African government to curb tobacco smoking. Against this background, this study investigated factors influencing the diffusion and use of e-cigarettes among young consumers in South Africa. Underpinned by the diffusion of innovations theory, the study employed a quantitative research approach. Cross sectional data were collected from a student sample 150 using the snowball sampling method. The study employed regression analysis to verify the posited hypotheses. The results of the study showed that willingness to vape was influenced significantly by compatibility and observability. The study also found that willingness to vape was not related to quitting intention, implying that the use of e-cigarettes was not primarily motivated by the desire to quit smoking. Overall, the growing popularity of e-cigarettes in South Africa challenges policy makers to expedite the formulation of laws to govern the use of e-cigarettes. The findings of this study suggest the need for further studies on the risk profile of e-cigarettes and their efficacy as a smoking cessation aid

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