Plain packaging and public health: the case of tobacco

Karine Gallopel (), Patrick Gabriel (), Marine Le Gall-Ely (), Sophie Rieunier () and Bertrand Urien ()
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Karine Gallopel: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Patrick Gabriel: ICI - Laboratoire Information, Coordination, Incitations - UEB - Université européenne de Bretagne - European University of Brittany - UBO - Université de Brest - Télécom Bretagne - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest
Marine Le Gall-Ely: IREA - Institut de Recherche sur les Entreprises et les Administrations - UBS - Université de Bretagne Sud
Sophie Rieunier: GREGOR - Groupe de Recherche en Gestion des Organisations - UP1 - Université Paris 1 Panthéon-Sorbonne - IAE Paris - Sorbonne Business School
Bertrand Urien: ICI - Laboratoire Information, Coordination, Incitations - UEB - Université européenne de Bretagne - European University of Brittany - UBO - Université de Brest - Télécom Bretagne - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest

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Abstract: Since the tobacco industry has been stripped of most of its marketing mix, the cigarette package has become an increasingly important advertising tool. However, plain packaging could make it less attractive (by removing design elements such as logos and colors, leaving only the brand name in a standardized typeface and size). To investigate the impact of the plain pack, a qualitative study based on 6 focus groupswas conductedwith 50 French individuals aged between 15 and 45. Its findings suggest that plain packaging significantly reduces the pack's appeal and benefits public health policies if combined with pictorial warnings on both sides and if the color of the plain pack is carefully chosen.

Keywords: Social marketing; tobacco; plain packaging; color (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (2)

Published in Journal of Business Research, 2013, 66 (1), pp.133-136. ⟨10.1016/j.jbusres.2012.09.004⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00744062

DOI: 10.1016/j.jbusres.2012.09.004

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