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Although marketing is related to a management perspective, this field of study have suffered changes in order to provide a better balance to the exchange system. The social marketing appears in this context as an important tool capable to correct these socials imbalances, in some cases, caused by the existence of harmful products and services to the consumer, as the alcohol and tobacco. The aim of this study was to evaluate behavioral and social conditions that lead people to smoke. By doing so, it was developed a literature review about Social Marketing and about tobacco consumption, which revealed the main factors influencing people to smoke. At the empirical work, it was used the Reasons for Smoking Scale, developed by Sousa et al. (2010) at the University of Sao Paulo (USP). The results were achieved through quantitative approaches, with SPSS 21 support. The field research to collect data was held in three cities of the state of Ceara – Brazil (Juazeiro do Norte, Crato e Barbalha), totalizing 103 valid responses, which demonstrated a great reliability of the scale (α=0.91)

Determinant Factors Leading to Tobacco Consumption: Implica-tions for Social Marketing