The electronic cigarette industry offers interesting alternatives to traditional tobacco products. This industry has become more mainstream since 2014, generating interest across various stakeholders ranging from government agencies, financial institutions, consumers, medical professionals and lobbyists. One of the defining characteristics of this industry going forward will be its ability to become a fully legitimised alternative to tobacco products. We are interested in understanding the extent to which adherence to high quality standards, adoption of sustainable operations and socially responsible practices enables this legitimization process.  

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