Factors Influencing Vaping Behaviors Based on Social Cognitive Theory: A Qualitative Study among Mexican-American College Students

Vaping rates among Mexican-American college students are high, yet the contributing personal and environmental factors remain understudied. The current qualitative study applies Social Cognitive Theory to examine how personal factors (e.g., self-efficacy, beliefs, and outcome expectations) and environmental influences (e.g., social norms and social media) shape vaping behaviors in this vulnerable population. We conducted semi-structured interviews with 19 Mexican-American college students (ages 18–25 years), 68% of whom were female, and all were current vapers. Participants discussed the personal and social contexts of their vaping experiences, with questions exploring their beliefs and outcome expectations. Interviews were recorded, transcribed, and coded independently in NVivo 14 using an iterative process to identify emerging themes. Four primary themes were identified. (1) Participants reported positive first experiences with vaping due to pleasant flavors, a sense of relaxation, or social acceptance. (2) Most participants reported high self-efficacy in their ability to manage or control their vaping behaviors. (3) Participants described their perceptions of vaping’s benefits and risks, including expected relaxation, social acceptance, and some reported concerns about potential health effects. (4) The exposure to vaping-related content on social media from peers and celebrities acted as environmental triggers for vaping behavior. The findings highlight the significant influence of knowledge, self-efficacy, outcome expectations, and social media exposure, key components of Social Cognitive Theory, on vaping behavior among Mexican-American college students. These insights underscore the need for tailored interventions to reduce vaping and enhance compliance with tobacco policies on college campuses.