Is seeing cigarettes in the retail environment associated with impulse purchases? Findings from surveys in disadvantaged and non-disadvantaged neighbourhoods in the Netherlands.

Abstract

Background: The retail environment plays an important role in impulse purchase behaviour. This study aims to examine the extent to which different sources of exposure to tobacco in the Dutch retail environment are associated with impulse purchases of tobacco. We investigate whether this association differs based on neighbourhood disadvantage, demographic and smoking characteristics.

Methods: We employed a cross-sectional online survey design among 1223 Dutch adults who smoke from a probability-based panel database, with half residing in a disadvantaged neighbourhood. We conducted multiple logistic regression analyses for impulse purchases with six sources of reported tobacco exposure in the retail environment. We tested for interactions with neighbourhood disadvantage, demographic and smoking characteristics.

Results: Five sources of exposure were associated with impulse purchases: seeing cigarette packages at the counter or checkout, tobacco advertisements, people smoking by the shop entrance, a friend buying cigarettes and a family member buying cigarettes. We found one significant interaction in the relationship between exposure and impulse purchases by previous quit attempts. Individuals who have attempted or intend to quit, younger respondents, and frequent tobacco purchasers were more likely to be exposed to tobacco and make impulse purchases. Living in a disadvantaged neighbourhood was associated with greater exposure to tobacco in the retail environment.

Conclusions: Several sources of exposure to tobacco in the retail environment, most notably seeing cigarettes at the checkout and family buying cigarettes, are associated with impulse tobacco purchases. These findings provide support for limiting the sale of tobacco to specialist shops to prevent impulse purchases.

Implications: This study shows that even with a point-of-sale display ban, several other types of exposure to tobacco in the retail environment may trigger adults who smoke to make an impulse purchase. We provide further evidence that certain groups are at an increased risk of being exposed to tobacco and making impulse purchases. This study provides support for limiting the sale of tobacco to specialist shops. These findings are directly relevant not only for the Netherlands, but for other nations considering their next steps for tobacco control.