"I can just be myself and part of that is being a vaper." A Qualitative Analysis of Vaping Identity

Abstract

Introduction: E-cigarette use among young adults (18-24 years-old) is becoming increasingly problematic. Current vaping cessation programs draw from existing tobacco interventions which focus on reducing nicotine consumption. Vaping, however, is distinctly different from smoking. Rooted in sociology, recent research has evaluated social identity as a new way of addressing complex health behaviors. Purpose: Young adulthood is a unique time for experimenting with multiple identities. Understanding social identity formation around vaping may have public health utility in addressing current e-cigarette use. To date there is limited research about vaping identity and the process by which it is formed among young adults in the US. The purpose of this exploratory research is to qualitatively explore vaping identity types, examine the process by which these identity types occur and propose recommendations for how public health interventions can be further tailored to incorporate the role of vaping identity in cessation efforts. Methods: Working from a constructivist epistemology and informed by Social Identity Theory, in depth interviews were conducted with a purposive sample of 18 Midwestern US young adult (18-24 years old) vapers with no prior tobacco use history. Data was analyzed via qualitative content analysis and reflexive thematic analysis. Results: Vapers described 11 vaping identities, of which 4 were classified as ingroup identities present within the sample: enthusiast vapers, anxious vapers, addicted vapers, and social vapers. Vaping identities were developed by progressing through a staged process involving initiation, internalization, and maintenance. Unique identity types offer opportunities to tailor cessation interventions. Conclusion: Overall, this research demonstrates that US vapers are not a homogenous group but rather a diverse class of individuals. Addressing the role of vaping identity as a component of the public health response to vaping is needed. Tangible recommendations for improving public health interventions working to curb young adult vaping are suggested.