Effects of cigarette packaging and price on hypothetical quit-smoking behavior among Vietnamese adults who smoke

Approximately one in five Vietnamese adults currently smoke. The low average price of cigarette packs in Vietnam (among the world’s lowest) is a factor in the nation’s high smoking rate. Graphic health warning label (HWL) requirements have also not changed since 2012. Current regulations allow branding on the pack and require a graphic HWL that covers 50% of the area of the front and back of the pack. This study employed a discrete choice experiment (DCE) to estimate the relative impact of price and packaging policy options on hypothetical smoking behavior among Vietnamese adults who smoke.