Table 3

The importance of cigarette design and marketing elements on perception of reduced harm among current cigarette smokers, Eurobarometer 385 (V.77.1) survey, February–March 2012 (n=6896)

Menthol flavourOther tastes/flavours, such as a spicy, sweet or fruity flavourThe shape and size of a cigaretteThe shape or texture of the packThe light colour of the packCigarettes labelled as ‘organic’ or ‘natural’Specific terms in the brand's name, such as ‘silver’ or ‘blue’Tar, nicotine and carbon monoxide levelsCigarettes without additives
CharacteristicAOR (95% CI)AOR (95% CI)AOR (95% CI)AOR (95% CI)AOR (95% CI)AOR (95% CI)AOR (95% CI)AOR (95% CI)AOR (95% CI)
Sex
 Male (referent)
 Female1.27 (0.90 to 1.77)0.81 (0.51 to 1.28)1.08 (0.81 to 1.43)1.38 (0.84 to 2.27)1.21 (0.95 to 1.54)1.14 (0.87 to 1.50)0.78 (0.62 to 0.99)*1.00 (0.86 to 1.16)0.92 (0.74 to 1.16)
Socioeconomic status
 Lower (referent)
 Middle0.95 (0.58 to 1.55)1.02 (0.53 to 1.96)0.89 (0.59 to 1.32)0.70 (0.33 to 1.47)0.76 (0.55 to 1.06)0.71 (0.49 to 1.02)1.09 (0.78 to 1.51)1.08 (0.87 to 1.35)0.99 (0.72 to 1.36)
 Upper0.99 (0.62 to 1.57)0.87 (0.46 to 1.66)0.76 (0.52 to 1.11)0.68 (0.34 to 1.38)0.71 (0.51 to 0.98)*0.54 (0.37 to 0.77)*1.40 (1.02 to 1.92)*0.94 (0.76 to 1.16)0.77 (0.56 to 1.05)
Type of residence
 Urban (referent)1.11 (0.77 to 1.59)1.28 (0.81 to 2.04)1.19 (0.88 to 1.61)1.09 (0.66 to 1.78)0.92 (0.71 to 1.20)1.03 (0.77 to 1.39)0.88 (0.68 to 1.13)0.91 (0.78 to 1.07)0.82 (0.64 to 1.04)
 Rural
Region in the EU
 Western Europe (referent)
 Southern Europe0.36 (0.20 to 0.67)*0.58 (0.28 to 1.22)0.62 (0.38 to 1.02)0.49 (0.20 to 1.25)0.69 (0.46 to 1.03)1.05 (0.72 to 1.51)0.97 (0.69 to 1.38)1.00 (0.81 to 1.23)0.55 (0.41 to 0.73)*
 Northern Europe2.09 (1.31 to 3.33)*0.62 (0.29 to 1.32)0.41 (0.21 to 0.81)*0.86 (0.32 to 2.34)0.77 (0.51 to 1.18)0.77 (0.47 to 1.26)0.43 (0.28 to 0.66)*0.90 (0.71 to 1.15)0.27 (0.19 to 0.40)*
 Eastern Europe1.43 (0.94 to 2.17)1.75 (1.01 to 3.03)*2.77 (1.94 to 3.95)*2.25 (1.26 to 4.05)*2.19 (1.62 to 2.96)*0.94 (0.67 to 1.32)1.52 (1.14 to 2.02)*1.39 (1.14 to 1.68)*0.41 (0.31 to 0.54)*
Age, years
 15–24 (referent)
 25–390.57 (0.35 to 0.94)*0.80 (0.41 to 1.53)0.43 (0.28 to 0.66)*1.21 (0.54 to 2.68)0.97 (0.65 to 1.45)0.66 (0.45 to 0.98)*0.79 (0.54 to 1.15)0.73 (0.57 to 0.93)*0.95 (0.66 to 1.35)
 40–540.52 (0.31 to 0.88)*0.56 (0.27 to 1.17)0.48 (0.29 to 0.78)*1.59 (0.77 to 3.28)1.14 (0.75 to 1.73)0.48 (0.33 to 0.72)*0.91 (0.61 to 1.34)0.84 (0.65 to 1.08)0.77 (0.52 to 1.12)
 ≥550.40 (0.22 to 0.71)*0.65 (0.29 to 1.44)0.49 (0.31 to 0.76)*2.03 (0.95 to 4.34)0.97 (0.62 to 1.51)0.53 (0.34 to 0.83)*0.69 (0.45 to 1.06)0.81 (0.62 to 1.05)0.76 (0.52 to 1.13)
Age at initiation of regular smoking, years
 <15
 15–181.45 (0.87 to 2.38)0.75 (0.40 to 1.43)1.01 (0.60 to 1.70)0.95 (0.41 to 2.21)1.02 (0.71 to 1.48)1.06 (0.71 to 1.59)1.26 (0.87 to 1.82)1.11 (0.89 to 1.39)1.32 (0.96 to 1.82)
 19–252.12 (1.19 to 3.77)*0.63 (0.31 to 1.27)1.07 (0.62 to 1.85)0.97 (0.38 to 2.48)0.75 (0.49 to 1.15)1.39 (0.88 to 2.18)0.83 (0.54 to 1.27)1.11 (0.87 to 1.43)1.30 (0.89 to 1.89)
 >254.56 (2.09 to 9.95)*1.14 (0.35 to 3.69)1.04 (0.46 to 2.36)1.16 (0.26 to 5.26)0.74 (0.42 to 1.32)0.79 (0.31 to 1.98)1.16 (0.62 to 2.18)0.97 (0.64 to 1.45)1.18 (0.62 to 2.25)
  • Multivariate-adjusted models adjusted for all characteristics listed in the table.

  • *Statistically significant AORs (p<0.05).

  • AOR, adjusted OR; EU, European Union.