“…For PMI to change smoker's habits from traditional smoking to e-cigarettevapingthere needs to be an "enlightened selfinterest" by balancing social, economic, and environmental factors (Carroll & Shabana, 2010;Smith, 2011). Moreover, enlightened self-interest applies to both personaland corporate level, underlining shared interest with the emphasis on relationships, community, and social values as well as interest that are mainly altruistic (Abrahamsson, 2003;Joseph, 2015).The latter value predominantly focuses on interests that are merely other's, which one follows only out of a sense of stewardship, ethics, or morality (Ikerd, 1999;Joseph, 2015). Ikerd (1999) further denoted that the three previously mentioned interests contribute to well-being or quality of life, as well as taking on the responsibility to take on stakeholder's trust.…”