Title: THE RELATIONSHIP BETWEEN RISK PERCEPTION, RISK ATTITUDE AND RISK INTENDED BEHAVIOR IN CIGARETTE CONSUMPTION FOR ACTIVE SMOKERS IN SURABAYA AND THE DIFFERENCES BASED ON EDUCATION LEVEL.

Authors: Gancar Chandra Premananto

Item Type: Thesis

Affiliations: Master of Management Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia

Publisher: Universitas Airlangga

Abstract

World No Tobacco Day (WNTD) is celebrated annually on May 31st worldwide, including in Indonesia. The campaign aims to raise awareness among smokers about the negative impacts of smoking on both the smoker (active smoker) and those around them (passive smokers), so that they (active smokers) will voluntarily quit smoking. Various activities are carried out to commemorate the day, such as writing articles, distributing brochures, stickers, and so on. The government also enforces the requirement to include warnings about the negative impacts of smoking on every cigarette package and advertisement, as well as limiting the format and time of cigarette advertisements. However, according to data obtained from both the Ministry of Health and the Indonesian Cigarette Manufacturers Association (GAPPRI), there has been an increase in the number of cigarette consumption. This is a phenomenon that is quite interesting to observe. Cigarettes are a product that poses risks, especially to health. As a risky product, its consumption behavior – based on existing literature – is influenced by risk perception and risk attitude. The concept of risk perception is defined as a person's view of how likely he or she is to be exposed to risks from consuming cigarettes. This perception concerns the perception of the magnitude of the risks posed (size of damage) and the possibility of the risk occurring (probability of damage). Considering the risks of cigarettes that can threaten smokers themselves (active smokers) and also non-smokers (passive smokers), the indicators for this variable are divided as follows: a. Perception of the magnitude of the risk posed by smoking to active smokers, b. Perception of the magnitude of the risk posed by smoking to passive smokers, c. Perception of the possibility for active smokers to be affected by the dangers of smoking, d. Perception of the possibility for passive smokers to be affected by the dangers of smoking, Risk attitudes in this case are defined as a person's tendency to respond to the risks they face when consuming cigarettes. Considering the risks of smoking involve active smokers and passive smokers, the indicators for this risk attitudes variable are: a. Smoker's attitude active attitude towards their own safety and health, b. The attitude of active smokers towards the safety and health of their families and those around them who smoke. Risk intended behavior or intention to behave in facing/responding to risk is defined as the intention of the actions that will be taken by active smokers in anticipating/facing the risks of cigarettes they consume. With the same considerations, namely the risks that threaten active smokers and passive smokers, the indicators for measuring risk intended behavior are; a. Intention to behave in response to risks that threaten themselves, b. Intention to behave in response to risks that threaten family and those around them who smoke, From the results of the test analysis, the following results were obtained: 1. The influence of risk perception on risk intended behavior on cigarette consumption is significant with a positive relationship, 2. The influence of risk altitude on risk intended behavior on cigarette consumption is not significant, 3. The influence of risk altitude on risk perception on cigarette consumption is significant with a positive relationship, 4. There is a significant difference between the highly educated group and the low educated group in risk perception. The highly educated group has a higher perception than the low educated group regarding the risks of cigarettes 5. There is no significant difference between the highly educated group with those with low education at risk altitude. The suggestions put forward for the above problem are optimizing efforts to reduce demand—which is stated to be more effective and safer for the government from a labor and financial perspective—and preparing efforts to reduce supply

Keywords: Risk Perception, Risk Attitude, Risk Intended Behavior

Sources: http://repository.unair.ac.id/35517/