Survey: Nearly Half of Vape Users Say Lab Testing and Safety Certifications Have Most Influence on Brand Trust 

A recent survey suggests that nearly half – 48% – of individuals who use vape products say, more than any other factor, lab testing and safety certifications most influence their trust in a brand. The survey by EJuiceDB found that a vast majority (87%) of vapers indicated they would likely switch brands if their favorite product wasn’t lab tested. 

Over half of respondents said they would pay more for a verified safe vape product, with 10% willing to pay 30% extra.  

Among those surveyed, 36% said they checked for third-party lab results every time they bought a vape, with 35% checking occasionally, and 1 in 10 (12%) never checking. Fifty-two percent of respondents said clear recall notices most increase trust in a vape brand – which outranked influencer reviews (49%) and heavy-metal testing (47%). 

Another slight majority – 54% – of vapers said they would switch flavors if their favorite was linked to a health risk, with just 24% saying they would stick with their favorite flavor. 

Brand reputation and reviews topped the list of what vape buyers say build brand trust (46%), while 42% said it is “clear ingredient and nicotine information,” 41% saying that brands made in the USA or locally was most important to building trust, while 29% said it was laboratory certifications.  

Just 10% of respondents said they would continue using the brand despite negative safety reports, with 27% saying they would never use the brand again, and 63% preferring to wait for the brand’s response. 

The survey included 1,000 vape users in the U.S.