BACKGROUND: Electronic cigarettes have been marketed as alternative tobacco products and have become increasingly popular, especially among young people when compared to other demographic groups. This study explored young South African women’s experiences of using e-cigarettes. Age of initiation, patterns and reasons for using e-cigarettes, and the financial impact experienced with quitting were explored.
METHODS: This qualitative study used an interpretive research paradigm. Data were collected from three focus groups guided by a discussion guide. The total sample comprised 11 young women aged between 18 and 25 who had used or were using e-cigarettes. Data were analyzed using thematic analysis with the aid of NVivo version 12.
RESULTS: Findings revealed five key themes: 1) Age of e-cigarette initiation ranged from pre-adolescence to adolescence, and adulthood; 2) Patterns of use included occasional and daily use, concurrent use with other tobacco products (dual use), and use with other tobacco products and alcohol (poly-use). Participants reported using e-cigarettes at social events, with other peers, and alone; 3) Reasons for use included easing stress, peer pressure, boredom, experimentation, the appeal of e-cigarettes’ designs and flavours, ease of access, and enhanced social media presence; 4) The impact of e-cigarette use weighed on financial and familial issues; 5) Quitting: only one participant reported successfully quitting while some participants had tried to quit but had been unsuccess and advocated more cessation support.
CONCLUSIONS: Interventions are needed to raise awareness about the harmfulness of using e-cigarettes and how these disproportionately affect women. Interventions should include the management of peer pressure, boredom, and stress as well as policies to regulate the design and flavours of e-cigarettes. Cessation support is also needed to assist young people (especially women) who wish to quit using e-cigarettes.