Abstract Background espite Iran’s ban on e-cigarettes since 2012, their use continues among adults due to complex individual, social, and cultural factors. Qualitative evidence exploring these determinants in Iran remains limited. This study examined the motivations and experiences of adult e-cigarette users aged 19–52 years in southern Iran. Methods A qualitative study using thematic analysis, guided by Braun and Clarke’s six-step framework, was conducted in 2024. Participants were recruited us