A tri-country social marketing study of young university women’s alcohol consumption and the perceived influence of their peers’ attitudes

Bishnu Sharma; Maria Raciti; Rebecca O'Hara; K Reinhard; F Davies

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A tri-country social marketing study of young university women’s alcohol consumption and the perceived influence of their peers’ attitudes

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A tri-country social marketing study of young university women’s alcohol consumption and the perceived influence of their peers’ attitudes

Bishnu Sharma, Maria Raciti, Rebecca O'Hara, K Reinhard and F Davies

e-Journal of Social & Behavioural Research in Business, Vol.4(1), pp.1-11

2013

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Abstract

Cognitive Sciences

attitude

alcohol consumption

peer influence

social marketing

Purpose: The study focused on the proneness of young women attending university to be influenced by their peers' attitude in terms of the consumption of alcohol. Specifically, the purpose of our study is two-fold. First, to assess if the perceived attitude towards alcohol consumption of young university women's peers' varied by country; and second if there is a relationship between young university women's attitude towards alcohol consumption and their perceived peers' attitude towards alcohol consumption by country. Design/methodology/approach: Using a quantitative, self-reported data from a quota sample of 18 - 24 year old women attending university. Data from a convenience sample of three universities consisting of a regional university in Australia (n=305), a rural university in Germany (n=323) and a city university in Wales (n=361) was analysed. Findings: First, young women attending university in Wales thought that their peers held the most favourable attitudes towards consuming five or more standard drinks in a single session. Second, evidence was found of a relationship between the respondents' attitude towards alcohol consumption and their perceptions of their peers' attitudes towards alcohol consumption in all three countries. Originality/value: The findings from this study not only address a gap in the known literature, but provide a useful platform for strategic interventions by universities to address alcohol consumption among their young, female students.

Details

Title: A tri-country social marketing study of young university women’s alcohol consumption and the perceived influence of their peers’ attitudes
Authors: Bishnu Sharma (Author) - University of the Sunshine Coast - Faculty of Arts and Social Sciences
Maria Raciti (Author) - University of the Sunshine Coast - Faculty of Arts and Social Sciences
Rebecca O'Hara (Author) - James Cook University
K Reinhard (Author) - Baden-Württemberg Cooperative State University, Germany
F Davies (Author) - Cardiff University, United Kingdom
Publication details: e-Journal of Social & Behavioural Research in Business, Vol.4(1), pp.1-11
Publisher: Australian Business Education Research Association
Date published: 2013
ISSN: 1838-8485
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: 99449035302621
Output Type: Journal article

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