Pacific Peoples' Nicotine-Free Futures:

Understanding Pacific Peoples perceptions and practices of vaping

Providing context on the view of vaping within Pacific communities

Pacific peoples rates of smoking have shown little statistically significant movement within the last 10 years, leading to an urgent need to explore potential harm reduction techniques. This report presents vital insights into Pacific peoples’ attitudes towards vaping as an Electronic Nicotine Delivery System (ENDS). Drawing on qualitative research methodologies and knowledge, Matada – a Pacific research and evaluation company – conducted talanoa with 60 Pacific peoples aged 17 to 62 between March and May 2022. The findings provide much-needed context for understanding how vaping is viewed within Pacific communities.


  • Pacific peoples expressed concern about the broader social impacts of vaping. 
  • Pacific peoples’ knowledge of vaping is based on personal and social experiences.
  • Pacific peoples’ decisions to vape are influenced by their social circles. 
  • Pacific peoples can identify vaping culture and practices. 
  • Cost and health are the main drivers for changing from smokes to vapes (ENDS).
  • Pacific peoples have mixed results using vaping/ENDS to quit smoking.

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About Matada

Matada is a social enterprise that specialises in transformative research, evaluation, consultation, knowledge dissemination and program development to improve the health and wellbeing of communities in Aotearoa New Zealand. Our mission is to create solutions that enhance the wellbeing of individuals, communities, and society. We are backed by highly qualified and experienced researchers with both international and domestic experience. We lead with core values (relationships, respect, reciprocity, community and service) that shape our goals and vision which helps us create positive change.

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