Conference paper
The Influence of Reference Groups on Alcohol Consumption: A Tri-Country, Social Marketing Study of Young Women
Proceedings of the 2009 Australian and New Zealand Marketing Academy Conference, pp.1-10
Australian & New Zealand Marketing Academy Conference (ANZMAC), 2009 (Melbourne, Australia, 30-Nov-2009–02-Dec-2009)
Australian and New Zealand Marketing Academy (ANZMAC)
2009
Abstract
The purpose of our tri-country, social marketing study was to compare and contrast the influence of reference groups on alcohol consumption among young women attending university. With risky alcohol consumption highly prevalent among young women, our study examined reference group influence on those that consume alcohol responsibly as well as those who do not. Our self-administered quantitative survey was administered in three countries - Australia (n=305); Germany (n=325) and Wales (n=354). Multinominal and binomial logistic regression found that both subjective and group norm influenced the consumption of alcohol by young women in Wales. In Germany, group norm was not a significant predictor of alcohol consumption in contrast to Australia, where group norm influenced low-risk, risky and high-risk alcohol consumption.
Details
- Title
- The Influence of Reference Groups on Alcohol Consumption: A Tri-Country, Social Marketing Study of Young Women
- Authors
- Maria Raciti (Author) - University of the Sunshine Coast - Faculty of BusinessRebecca O'Hara (Author) - Queensland Department of CommunitiesDebra Harker (Author) - University of the Sunshine Coast - Faculty of BusinessMichael Harker (Author) - University of the Sunshine Coast - Faculty of BusinessBishnu Sharma (Author) - University of the Sunshine Coast - Faculty of BusinessK Reinhard (Author) - Baden-Wurttemberg Cooperative State University, GermanyF Davies (Author) - Cardiff University, United Kingdom
- Contributors
- D Tojib (Editor)
- Publication details
- Proceedings of the 2009 Australian and New Zealand Marketing Academy Conference, pp.1-10
- Conference details
- Australian & New Zealand Marketing Academy Conference (ANZMAC), 2009 (Melbourne, Australia, 30-Nov-2009–02-Dec-2009)
- Publisher
- Australian and New Zealand Marketing Academy (ANZMAC)
- Date published
- 2009
- ISBN
- 1863081585
- Copyright note
- Copyright © 2009 ANZMAC and the authors. Reproduced with permission of the copyright holder.
- Organisation Unit
- School of Business and Creative Industries; Indigenous and Transcultural Research Centre; University of the Sunshine Coast, Queensland; USC Business School - Legacy; Sustainability Research Cluster
- Language
- English
- Record Identifier
- 99449750302621
- Output Type
- Conference paper
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