Social Responsibility, Sustainability, Policy and Consumer Culture Theory: YOUNG SMOKERS' RESPONSES TO PICTORIAL HEALTH SIGNALING AND PLAIN PACKAGE DE-BRANDING ON TOBACCO PACKAGING.

The article focuses on examining the impact of graphic health warnings (GHWs) and de-branding through plain packaging on affective responses and purchase intentions among adolescent smokers. Topics include the effects of GHWs and de-branding on adolescent smoking behavior, the role of branding in mitigating negative affect, and the potential of plain packaging coupled with high GHW levels to discourage positive smoking feelings among adolescents.