Social Influences Across Vaping Trajectories of Female Tertiary Students in New Zealand

Rising Vaping Trends Among Young Women in New Zealand Tertiary Education

Vaping has surged among young adults in Aotearoa New Zealand, particularly within university settings where social dynamics play a pivotal role. Recent data from the New Zealand Health Survey 2024/25 reveals that daily vaping prevalence stands at 23.0% for 18-24-year-olds, equating to roughly 138,000 individuals in this age group. This rate remains the highest across all age groups, highlighting a persistent challenge for tertiary institutions where students navigate independence, academic stress, and peer networks. For female tertiary students, the issue is especially pressing, as vaping not only offers a perceived stress reliever but also weaves into social fabrics of campus life.

Electronic nicotine delivery systems (ENDS), commonly known as vapes, have become ubiquitous on campuses despite widespread vape-free policies. Universities like the University of Canterbury, University of Auckland, and University of Otago enforce strict bans on vaping across all grounds, buildings, and events. Yet, compliance varies, with earlier studies indicating up to 40.5% of university students having ever vaped, and indoor 'stealth vaping' reported by nearly 20%. These trends underscore the need for deeper understanding of why female students, in particular, initiate and maintain vaping habits amid evolving social norms.

New University of Otago Study Spotlights Social Influences

A groundbreaking qualitative study from the University of Otago's Department of Population Health in Christchurch has delved into the vaping journeys—or trajectories—of female tertiary students. Titled "Social Influences Across Vaping Trajectories of Female Tertiary Students," the research by Gabriella Sims, Rose Crossin, and Helen Fitt examines how peer norms and acceptability drive vaping from experimentation to daily dependence. Published in February 2026 in the Drug and Alcohol Review, this work provides fresh insights tailored to New Zealand's higher education context.

Employing a social constructionism framework, researchers conducted semi-structured interviews with six friendship dyads—12 women aged 18-24 who vaped daily. Recruited via University of Canterbury posters and Facebook groups, participants mapped their vaping timelines, revealing shifts in motivations and barriers. Thematic analysis using NVivo uncovered patterns where social influences dominated early stages, evolving as addiction set in.

Mapping the Vaping Trajectory: From Curiosity to Dependence

The study delineates a clear progression in vaping trajectories among these women. Prior to first use, exposure often stemmed from secondary school peers or family, with initial views of vapers as 'uncool' softening due to rising visibility. First puffs typically occurred in casual social settings like parks or parties, where friends offered devices—'We've got a vape, do you want to try?' as one participant recalled.

Transition to daily use marked a shift: Owning a personal device enabled solitary vaping anytime, anywhere, blurring lines from social novelty to habit. All 12 progressed to daily consumption, experiencing cravings, withdrawal (headaches, anxiety), and habitual cues. Three had yet to attempt quitting, citing entrenched routines.

• Pre-vaping: Passive exposure, mixed perceptions.
• Initiation: Peer-facilitated trials in social contexts.
• Daily use: Personal ownership, increased frequency.
• Dependence: Cravings dominate, harms emerge.
• Cessation attempt: Barriers like social loss and stigma hinder success.

This step-by-step evolution highlights how social gateways pave the way for physiological reliance, a pattern resonant in tertiary environments rife with social bonding opportunities.

Peers and Social Norms: The Primary Catalysts

Social influences emerged as the cornerstone of vaping uptake and persistence. Peers normalized sharing devices, fostering bonds in bathrooms, bars, or breaks—vaping spots became impromptu meetups. Turning 18 unlocked legal purchases, enhancing 'adult' status and social capital. Participants noted vaping's role in forging connections: 'It was just like oh, ‘do you want to try’ and like, OK, yeah.'

In university life, where forging networks is key, vaping aligned with norms in nightlife and study breaks. Norms shifted post-dependence; seeing friends vape reignited cravings, complicating quit efforts. Self-exemptions mirrored smoking rationales, underscoring learned behaviors via social learning theory.

For New Zealand unis, this signals a need for peer-led norm-shifting campaigns, akin to successful anti-smoking drives.

Gendered Appeals: Flavors, Devices, and 'Pinkification'

Distinct gendered elements amplified appeal. Flavors like fruity or sweet profiles hooked users—'It's got to have a nice flavour, I don't want to be vaping something that tastes really bad.' Devices underwent 'pinkification': Custom wraps, colorful casings marketed subtly to women, echoing tobacco's historical targeting.

Women also used vaping for mood management amid tertiary stressors—exams, relationships—leveraging nicotine's calming rush. This aligns with global patterns where females report higher affective motives for nicotine use.

Tertiary institutions can counter this via education on marketing tactics and alternatives like mindfulness programs.

Addiction Realities and Cessation Hurdles

Dependence manifested starkly: Intense cravings upon waking to a dead battery, withdrawal impairing focus. Harms included health worries yet insufficient cessation access. Barriers encompassed fear of prolonged discomfort, lost social perks, and stigma—'I've just been doing it for too long.'

Young women sought discreet support, preferring peer networks over clinical services stigmatized for smokers. Universities must destigmatize, offering tailored, confidential aid.

New Zealand Universities' Vape-Free Policies in Action

Most NZ unis, including Otago, Auckland, Canterbury, and Waikato, mandate vape-free campuses to protect health and model behaviors. University of Canterbury's policy bans all vaping on grounds, promoting quit support via counseling and nicotine aids. Enforcement blends education with signage and inductions.

Despite this, indoor vaping persists, per prior surveys. Enhanced monitoring and student input could strengthen compliance.University of Canterbury Smoke-free Policy

Recommendations for Tertiary Institutions

The Otago study urges unis to:

• Implement student-led peer support for cessation.
• Offer stress management workshops as vaping alternatives.
• Advocate policy for flavor/device restrictions.
• Reduce addiction stigma through campaigns.
• Integrate vaping education into orientation.

Collaborations with higher ed career advice resources can link health to long-term success. For faculty jobs in public health, see NZ university jobs.

Broader Context: Prevalence and National Trends

Daily vaping among 18-24-year-old women mirrors men's at ~26.8%, per recent surveys. University-specific data shows 6.1% current users, but ever-use nears 40%. National efforts like Smokefree 2025 adapt amid vaping rises.

Stakeholders—Māori/Pacific communities, policymakers—call for balanced views: Vaping aids some smokers' quits but risks youth uptake.Read the full Otago study

Photo by Joana Abreu on Unsplash

Future Outlook and Actionable Insights

Looking ahead, NZ unis can pioneer interventions blending policy advocacy with on-campus support. Track progress via student surveys; partner with health orgs for cessation apps. For students eyeing higher ed jobs, prioritizing wellness builds resilience. Rate professors on health initiatives at Rate My Professor.

By addressing social drivers head-on, tertiary leaders foster healthier campuses, equipping female students for success beyond studies.