Analýza spotřebitelského chování na trhu elektronických cigaret v České republice a ve Skotsku

Abstract

This study examines consumer behavior in the e-cigarette market in the Czech Republic and Scotland in 2026. The aim of the research was to identify and compare differences and similarities in users’ decision-making processes in both countries based on data collected from 255 respondents. The findings show that in both geographic regions, taste and aroma are the primary factors in product selection, ranking higher in importance than perceived health risks and price. While the Czech market is characterized by a dominant preference for traditional retail channels, particularly tobacconists, in Scotland there is a noticeable shift toward supermarket purchases and a higher degree of product normalization as a common consumer good. Statistical testing demonstrated that Scottish respondents are influenced by social media marketing to a significantly greater extent than Czech respondents. The research further revealed a significant difference in public awareness; Czech users express high dissatisfaction with government campaigns, leading to their informational neutrality regarding the harmfulness of these products, whereas in Scotland, there is greater polarization of opinion and stronger support for stricter regulation. The study concludes by formulating recommendations for marketing practices and legislative measures, including proposals for more effective regulation of flavors and increased transparency regarding the potential effects of the products in question.