World Social Marketing Conference 2025

This qualitative study examines how smoking healthcare professionals navigate the conflict between their prescriptive role and personal behavior. Based on social norm theory and 16 interviews in a tobacco-free hospital, findings reveal a paradox: institutional anti-smoking norms are recognized, yet discreet violations persist. This gap causes identity conflicts and rationalization rather than quitting intentions. The results challenge top-down tobacco control approaches and emphasize the need to view healthcare workers as both prescribers and targets of social marketing.