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E-cigarette use among young adults is rising at an alarming rate, despite growing evidence of its physical and mental health risks. These products are often viewed as safer alternatives to combustible cigarettes, but the reality is more complicated. In a , researchers Yanjun Zhou, PhD ’25; Eunhee Park, PhD, RN, associate professor; Maciej Goniewicz, PhD, PharmD; and Yu-Ping Chang, PhD, RN, FGSA, FAAN, FIAAN, associate dean for research, examine the motivations behind vaping and what may help young adults quit.

The study addresses a key gap: while research on the health effects of vaping is expanding, there is limited understanding of how young adults perceive e-cigarettes and what might motivate them to stop using them. Drawing from in-depth interviews with 16 participants between the ages of 18 and 26, the authors identify both the drivers of use and the obstacles to cessation.

Many participants said they vape because it is convenient, discreet and socially acceptable. Unlike smoking, which is limited by public restrictions, vaping can happen almost anywhere. Devices are small, easy to carry and often cheaper than cigarettes. Flavored options like cotton candy, coffee and fruit make the experience feel more enjoyable and less harmful. Some users even view vaping as a step toward quitting smoking.

But even those who start casually often realize the health consequences of vaping over time. Participants described throat pain, chest tightness and concerns about unknown ingredients. While many admitted to limited knowledge of the risks, most indicated a belief that e-cigarettes were harmful.

“What surprised us most was the disconnect between young adults’ awareness of health risks and their continued use of e-cigarettes,” Zhou says. “Despite acknowledging that vaping may have serious health consequences – such as chest tightness or respiratory issues – many still rationalized their behavior due to the product’s convenience, flavors, and social acceptability. This clearly demonstrates the significant appeal of e-cigarette products to this age group.

Several participants expressed a desire to quit and showed interest in interventions, particularly those that offer education, support for reducing nicotine intake, and alternative tools like patches or mobile apps.

The researchers’ work is grounded in Self-Perception Theory, which suggests that people form attitudes by observing their own behavior. For young adults who vape without strong prior views on the risks, repeated use can lead them to downplay potential adverse effects.

“The findings underscore the power of normalization and how limited or ambiguous information can lead to underestimation of harm, especially when paired with peer influence and strategic marketing,” says Zhou.

Understanding this dynamic helps explain why factual education paired with reflection might be especially effective.

The study’s findings also have policy implications. Participants noted how easy it is to access e-cigarettes and how rarely product health risks are discussed or marked on the product package. Increasing the cost of vaping products, regulating online marketing and promoting accurate, youth-targeted messaging may help counter the factors that normalize use. There is also a clear need for interventions that reflect the realities of this age group’s habits, social influences and communication preferences.

The study shows that many young adults underestimate the risks of e-cigarettes and lack reliable information about them. Despite this, most participants expressed interest in quitting and were open to education and support. This, the researchers say, highlights a clear opportunity: public health efforts should offer accurate information and practical tools, tailored to the social and behavioral realities of young adult users.

“The most urgent change needed is to ensure that young adults receive accurate, accessible and age-centered information about the risks of e-cigarette use,” says Zhou. “Public health messaging must go beyond generic warnings and instead speak directly to the social realities and behavioral patterns of this age group.

“Additionally, policy measures such as stricter marketing regulations, increased taxation, and digital platform monitoring, like social media advertising, should be implemented to reduce appeal and access to youth. Interventions should reflect both the motivations for use and the cognitive biases that sustain it.”

By SARAH GOLDTHRITE