Protection Motivation Theory Constructs and Smoking Cessation Intention among University Students in Northeastern Thailand: A Mixed-Methods Study
DOI:
https://doi.org/10.55489/njcm.170720266676Keywords:
Tobacco Use Cessation, Motivation, Students, Surveys and questionnaires, Health behavior, ThailandAbstract
Background: Intention to quit smoking is an essential precursor to cessation. Although Protection Motivation Theory (PMT) explains smoking behavior, its link to cessation intention among Thai youth remains under-researched. This study examined university students' smoking cessation intentions and its association with PMT constructs.
Methodology: A mixed-methods study was conducted among 1,493 student smokers from six universities in Northeast Thailand (August 2024 - January 2025) using multistage sampling. Data were collected via self-administered questionnaires and in-depth interviews with 15 purposively selected smokers. Quantitative data were analyzed using multivariable logistic regression, while qualitative data underwent descriptive content analysis.
Results: Quantitatively, 48.9% of participants intended to quit. Stronger intentions were significantly associated with higher perceived severity, vulnerability, self-efficacy, and response efficacy. Conversely, intrinsic/extrinsic rewards and response costs were inversely associated with intention. Qualitative findings corroborated that awareness of smoking’s harm and high self-efficacy bolstered quitting confidence. However, perceived positive effects, habitual use, social exposure to smokers, and limited information on cessation services acted as significant barriers.
Conclusions: PMT plays a significantly influential role in shaping quitting intentions. Consequently, these factors should be integrated into cessation interventions such as tailored educational programs to enhance service accessibility and strengthen the resolve to quit among youth.
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Copyright (c) 2026 Suneerat Yangyuen, Thidarat Somdee, Supattra Keawmuang, Anavin Phattharaphakinworakun
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