Statistics from Altmetric.com
The flip side of Natural American Spirit cigarette packs now align the brand with ‘Respect for the Earth’, a corporate social responsibility (CSR) campaign. It champions a ‘100% zero-waste-to-landfill’ manufacturing facility, ‘earth-friendly tobacco’, easier pack recycling, and ‘U.S.-grown tobacco’ (figure 1). Such marketing appeals to biospheric values, with emphasis on the intrinsic value of the ecosystem, implying a moral imperative to act pro-environmentally.1–3 Biospheric values inspire consumers to pay a premium for products perceived as eco-friendly, such as energy-efficient appliances and organic foods.3 Notably, the market share for premium-priced Natural American Spirit increased by more than 400% since 2002,4 even as the number of cigarette smokers in the USA declined to a record low.5
In reality, biospheric values are entirely incompatible with smoking cigarettes of …
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