Hookah smoking behavior initiation in the context of Millennials

Area of Science:

• Public Health
• Sociology
• Tobacco Control

Background:

• Hookah smoking prevalence is rising among young adults (18-24 years).
• Understanding perceptions and attitudes is crucial to address this trend.
• Hookah is often perceived as less harmful than other tobacco products.

Purpose of the Study:

• Examine young adults' perceptions, attitudes, and normative beliefs about hookah smoking.
• Elucidate reasons for increased hookah use prevalence.
• Investigate why hookah is considered less harmful than alternatives.

Main Methods:

• Qualitative study design.
• Six focus group interviews conducted with hookah smokers aged 18-24.
• Grounded theory approach used for data analysis, with groups split by usage frequency and student/non-student status.

Main Results:

• Hookah users expressed more positive than negative behavioral beliefs about smoking.
• Generational traits, particularly millennial characteristics (autonomy, novelty, social value), influenced initiation.
• Cultural factors and perceived health consciousness played a significant role.

Conclusions:

• Millennial hookah users are aware of risks but primarily view it as a healthier alternative to cigarettes.
• Findings suggest developing positive outlets for millennial traits and implementing policy changes.
• Policy implications include raising hookah bar age, indoor smoking restrictions, and limiting supply accessibility.