Masters Thesis

Ends: attitudes, beliefs, & behavior among Asian Americans in California

Electronic Nicotine Delivery Systems (ENDS) use is a growing phenomenon among young Asian Americans. There are no studies to date exploring the factors for ENDS use among Asian Americans. This qualitative study assessed ENDS use, knowledge perception, and the establishment of a subculture. Twelve (n=12) Asian Americans ENDS users completed in-depth interviews on their attitudes, beliefs and behaviors on their ENDS use. The findings demonstrate that panethnic relationships influence ENDS use among Asian Americans, ENDS products are perceived as less harmful among users, their family members, and social circles, and users prefer e-juice flavors common in the Asian American culture. Moreover, results also show that an Asian American ENDS subculture has emerged creating new spaces for Asian Americans in vape stores and lounges. Findings from this study show that ENDS use among Asian Americans can be attributed to cultural and social dynamics that entice and retain users. Future efforts should focus on targeting Asian American peer clusters to educate and influence healthy behaviors.

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