Social Influences Across Vaping Trajectories of Female Tertiary Students

Introduction Vaping prevalence has risen rapidly among young people in Aotearoa New Zealand. This study aimed to explore social influences (e.g., norms and acceptability among peers), focusing on female university students, using a trajectory approach. Methods This qualitative research was set in Canterbury, New Zealand; six friendship dyad interviews (semi‐structured) were conducted with 12 female tertiary students aged between 18 and 24 who vaped at least daily. Data were thematically analysed. Results The young women in this study report finding ENDS attractive, and particularly noted social influences, flavours, device characteristics and mood management as important for both initiation and on‐going vaping. Gendered findings were identified, including ‘pinkification’ and device modification. Influences shifted across trajectories as addiction and dependence developed, and harms were experienced, with participants identifying barriers to vaping cessation. Discussion and Conclusions Policy such as stronger restrictions on flavours and visual characteristics of ENDS should be considered to reduce the appeal of vaping to young women. There is a need for stigma reduction surrounding vaping addiction and dependence, and peer support may improve cessation engagement and efficacy for young women. This research explores trajectories of young women's vaping from before first use, to experimenting, progressing to daily use and considering cessation. Throughout this trajectory, social influences form a significant influence on behaviour, emphasising the importance of considering social aspects in health promotion efforts. This study provides new insights on vaping in a tertiary education context and identifies gendered aspects of vaping through the focus on young women, which can then inform health promotion efforts.