Reasons for Using Heated Tobacco Products in Japan

Abstract

 The use of heated tobacco products (HTPs) is rapidly increasing in Japan; however, few studies have investigated the reasons for their use. This cross-sectional study aimed to determine the reasons for HTP use, and was based on a web survey conducted in Japan involving 5,000 men and women, aged 20-69 years of age, in 2017. Participants with a history of using HTPs were included in this analysis (n=309). Ten categories of reasons for using HTPs were identified, and multiple responses were accepted. The explanatory variables were age and educational attainment, and the objective variable was each reason for HTP use. The prevalence ratio of each reason for HTP use, due to differences in age and educational attainment, was calculated using a Poisson regression model. The mean age of participants was 40.4 years (SD=12.8), and 29.5% of participants were women. Participants’ reasons for HTP use, in order of descending prevalence, were as follows: “because my friends use them” (137 people, 44.3%), “because I think they are less harmful than other cigarettes” (125 people, 40.5%), “because I prefer not to inconvenience others with cigarette smoke” (120 people, 38.8%), and “because I want to reduce the number of cigarettes I smoke” (104 people, 33.7%). As a result of Poisson regression analysis, young individuals answered “interested in flavor of HTPs” and “good design and function of HTPs” more frequently than older individuals, and those with high educational attainment were more likely to answer “because I use them when socializing with friends” than those with low educational attainment. It is therefore necessary to consider the regulation of tobacco advertising across tobacco products, including HTP, because of the potential impact of HTPs advertising.