In an effort to decrease negative perceptions of smoking and encourage smokers to switch brands rather than quit, some companies have begun promoting their brands as more “environmentally friendly” by discussing the “green” nature of the tobacco supply chain and touting “earth-friendly tobacco.” Marketing efforts highlight images and text associated with environmental sustainability. However, the reality of the environmental impacts of tobacco involve deforestation, litter and other negative externalities from its production, consumption, and waste cycles. This project will use a randomized experimental design to examine the effect of pro-environment product labeling on adults’ tobacco-related perceptions and to identify effective public health counter-strategies.

Learn more about the Environmental Venture Projects grant program and other funded projects.

Principal Investigators:

Judith Prochaska, Professor of Medicine

Eric Lambin, Professor of Earth System Science

Project Team:

Lisa Henriksen, Senior Research Scientist

June A. Flora, Research Scholar

Anna Epperson, Postdoctoral Research Fellow