ADEWUSI, I. 2021. An investigation into contemporary tobacco smoking behaviour in Nigeria: the impact of cultural transference on consumer behaviour and usage intentions. Robert Gordon University, PhD thesis. Hosted on OpenAIR [online]. Available from: https://doi.org/10.48526/rgu-wt-1357835 An investigation into contemporary tobacco smoking behaviour in Nigeria: the impact of cultural transference on consumer behaviour and usage intentions. ADEWUSI, I. 2021 The author of this thesis retains the right to be identified as such on any occasion in which content from this thesis is referenced or re-used. The licence under which this thesis is distributed applies to the text and any original images only – re-use of any third-party content must still be cleared with the original copyright holder. This document was downloaded from https://openair.rgu.ac.uk An investigation into contemporary tobacco smoking behaviour in Nigeria: the impact of cultural transference on consumer behaviour and usage intentions Idowu Adewusi PhD 2021 An investigation into contemporary tobacco smoking behaviour in Nigeria: the impact of cultural transference on consumer behaviour and usage intentions Idowu Adewusi A thesis submitted in partial fulfilment of the requirements of the Robert Gordon University for the degree of Doctor of Philosophy February 2021 Acknowledgement I am grateful to God Almighty, whose blessings and grace have brought me this far (Psalm 127: 1). Also, I would like to extend my immeasurable appreciation and deepest gratitude to everyone who in one way or another have contributed to making my PhD journey a success. To my supervisor, Dr Peter Atorough, here is the result of your unparalleled support, assistance, motivation, and constructive criticisms throughout my PhD journey. To Professor Peter Strachan, thank you for sharing with me your experience, expertise, and wisdom in the hardest time of my PhD journey. You challenged me to reach higher and further than I thought I could, while at the same time offering grace, kindness, and compassion when my hope and courage were dashed. To Alison Orellana, thank you for always being supportive, patient and encouraging. To my Mum, Dad, and siblings, thank you for your prayers and support, and for always believing in me and encouraging me to follow my dreams. I hope I have made you proud. Finally, to my lovely wife Ana Maria Stan, who has been by my side throughout my PhD journey, living every single minute of it, and without whom, I would not have had the courage to carry on. Abstract Tobacco has continued to be a global threat, particularly in developing countries. While it appears that the demands for tobacco products have continued to fall in many developed countries, tobacco growing and consumption is posited to become increasingly concentrated in developing countries. Studies have consistently linked the increase to its commercialisation by the tobacco industry, and globalisation is acknowledged to play a vital role in its evolvement. Although, the emerging area of study to understand this phenomenon has been on the economic, policy implementation and health behavioural aspect, behavioural issues such as the impact of the change in the global environment on tobacco use behaviour is unclear. Thus, prompted this research. This research investigates the effect of the current anti-tobacco regime in major developed countries on the usage of tobacco products in developing countries. The research argued that the change in tobacco use behaviour on a global level where tobacco is increasingly becoming less socially acceptable is capable of influencing tobacco use behaviour in developing countries. The core theoretical focus is on consumer behaviour, particularly cultural values and personality traits, and the impact of cultural transference on tobacco usage intention. The study adopted an interdisciplinary approach for rigorous review and integration of a body of texts critical to current knowledge on contemporary tobacco use behaviour. It deployed the research technique in a single setting in a focused attempt to draw parallels with existing theories and models, and through triangulation, extend the theory within the field of consumer behaviour. The data collection methods for the study consisted of a combination of mixed-method research. The first method for this research is an in-depth interview in the form of a series of focus groups, followed by the use of a questionnaire. The justification for this is the richness and depth of information gained from the analysis of multiple sources of data available to the researcher within a single setting. The findings from the research show a subtle link between tobacco use behaviour in Nigeria and the ongoing events in the global environment. It demonstrated that while the global environment may influence individual tobacco use behaviour, individuals make decisions against the backdrop of interpretation of the global environment, within the constraints of their local environment. The research contributes to the utilisation of global consumer culture to advance tobacco use control. It also identified and recommended areas for future studies. KEYWORDS: consumer behaviour, tobacco use behaviour, cultural transference, usage intension, consumer psychology, consumer culture, global consumer culture, tobacco control, environmental influence. i Table of contents: Abstract ................................................................................................................................................. i Table of contents: ............................................................................................................................. ii List of tables: .................................................................................................................................... vii List of figures: ................................................................................................................................... ix List of appendices: ..........................................................................................................................xii CHAPTER ONE: ...................................................................................................................... 1 Introduction to the research ......................................................................................................... 1 1.0 Introduction ............................................................................................................................. 1 1.1 Background to the research .............................................................................................. 6 1.2 Justification for the research .......................................................................................... 14 1.3 Research aim and objective ............................................................................................ 19 1.4 Research questions ............................................................................................................ 20 1.5 Research methodology ..................................................................................................... 20 1.6 Research assumptions ...................................................................................................... 22 1.7 Research contribution and originality ......................................................................... 23 1.8 Outline of the thesis ........................................................................................................... 24 1.9 Summary ................................................................................................................................ 25 CHAPTER TWO .................................................................................................................... 26 Literature review ............................................................................................................................. 26 2.0 Introduction ........................................................................................................................... 26 2.1 Research context ..................................................................................................................... 26 2.2 Theoretical foundation ...................................................................................................... 36 2.2.1 Culture ............................................................................................................................. 37 2.2.1.1 Structural functionalism ................................................................................... 40 2.2.1.2 Symbolic interactionism ................................................................................... 41 2.2.1.3 Conflict theory ...................................................................................................... 42 2.2.1.4 Critics of sociological classes .......................................................................... 43 2.2.1.5 The relevance of conformity and deviance to culture change. ......... 47 2.2.2 Culture and environment ......................................................................................... 49 2.2.2.1 Cultural value orientations .............................................................................. 52 2.2.2.2 Cultural orientation and environment ......................................................... 57 2.2.3 Culture, environment and technology ...............................................................