Title: THE RELATIONSHIP OF RISK PERCEPTION, RISK ATTITUDE AND RISK INTENDED BEHAVIOR IN CIGARETTE CONSUMPTION FOR ACTIVE SMOKERS IN SURABAYA AND THE DIFFERENCES BASED ON EDUCATIONAL LEVEL.
Author: GANCAR CANDRA PREMANANTO
Item Type : Thesis (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 every year on May 31 in all parts of the world, including in Indonesia. The campaign is aimed at raising awareness among smokers regarding the negative impacts of cigarettes both on themselves (active smokers) and those around them (passive smokers), so that they (active smokers) are willing to voluntarily stop smoking. Various activities are carried out to commemorate this day, such as writing articles, distributing brochures, stickers and so on. The government also imposes a requirement to include warnings about the negative impacts of smoking on every cigarette packaging and advertisement, as well as limiting the format and time of display of cigarette advertisements. However, according to data obtained from both the Ministry of Health and the Association of Indonesian Cigarette Manufacturers (GAPPRI) shows an increase in the number of cigarette consumption. This is quite an interesting phenomenon to observe. Cigarettes are a product that poses a risk, especially to health. As a risky product, its consumption behavior - based on existing literature - is influenced by perception of risk (risk perception) and attitude towards risk (risk attitude). The concept of risk perception or perception of risk is defined as a person's view of how likely it is that he or she will be exposed to risk from cigarette consumption. This perception concerns the perception of the magnitude of the risk posed (size of damage) and the possibility of the risk arising (probability of damage), considering the risks of smoking which can threaten smokers themselves (active smokers) and also non-smokers (passive smokers). then 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 risk posed by smoking to passive smokers, c , d. Perception of the possibility of passive smokers being affected by the dangers of smoking. Risk attitudes or attitudes towards risk in this case are defined as a person's tendency to respond to the risks they face when consuming cigarettes. Considering that the risks of smoking involve active smokers and passive smokers, the indicators for this risk attitudes variable are: a. The attitude of active smokers towards their safety and health, b. The attitude of active smokers towards the safety and health of their family and those around them who smoke. Risk intended behavior or intention to behave in facing/responding to risk is defined as the intention towards actions that will be taken by active smokers in anticipating/dealing with the risks of the 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 act in response to risks that threaten him, b. Intention to behave in response to risks that threaten the family and people around them smoking. From the results of the test analysis, the following results were obtained: 1. The influence of risk perception on risk intended behavior regarding 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 effect of risk altitude on risk perception on cigarette consumption is significant with a positive relationship, 4. There is a significant difference between groups with high education and those with low education in risk perception. The highly educated group has a higher perception than those with low education regarding the risk of smoking 5. There is no significant difference between the highly educated group and those with low education in risk altitude. The suggestions put forward for the above problems 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/
