TY - JOUR T1 - The flip side of Natural American Spirit: corporate social responsibility advertising JF - Tobacco Control JO - Tob Control DO - 10.1136/tobaccocontrol-2016-053576 SP - tobaccocontrol-2016-053576 AU - Anna E Epperson AU - Judith J Prochaska AU - Lisa Henriksen Y1 - 2017/02/25 UR - http://tobaccocontrol.bmj.com/content/early/2017/02/25/tobaccocontrol-2016-053576.abstract N2 - 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 Figure 1 Front and back of four types of Natural American Spirit cigarette packs with ‘Respect for the Earth’ campaign.In reality, biospheric values are entirely incompatible with smoking cigarettes of … ER -