Journal article
Examining price promotions, venue and place of residence as predictors of alcohol consumption
Journal of Social Marketing, Vol.3(1), pp.8-27
2013
Abstract
Purpose – The purpose of this study is to understand the effect of price promotions, venue and place of residence on low-risk, risky and high-risk alcohol consumption behaviour of young women between 18 and 24 years of age who attend university in Australia, Wales and Germany. Design/methodology/approach – The quantitative, self-administered questionnaire collected data from a convenience sample of three universities in three OECD countries with high alcohol consumption being: a regional Australian university (n ¼ 305), a city Welsh university (n ¼ 354) and a rural German university (n ¼ 325). Findings – First, the multinomial logistic regression results revealed that price promotions and venue influenced alcohol consumption in Wales alone while place of residence influenced alcohol consumption in Australia; however, price promotions, venue and place of residence had no effect on young women attending university in Germany. Second, the binomial logistic regression results for Wales reported a sensitivity to price promotions for all three alcohol consumption risk classifications; however, location was of little consequence to risky drinkers when compared to high risk drinkers. For Australia, the place of residence did not influence alcohol consumption for both risky and high-risk drinkers. Originality/value – The value of this study lies in the examination of three levels of alcohol consumption – low-risk, risky and high-risk – for the same cohort across three countries using the same test instrument and standard alcohol consumption metrics. As such, this study provides a more meaningful macro view of alcohol consumption; thus has the capacity to contribute to effectual intervention strategies.
Details
- Title
- Examining price promotions, venue and place of residence as predictors of alcohol consumption
- Authors
- Maria Raciti (Author) - University of the Sunshine Coast - Faculty of Arts and BusinessRebecca O'Hara (Author) - Diabetes AustraliaBishnu Sharma (Author) - University of the Sunshine Coast - Faculty of Arts and BusinessK Reinhard (Author) - Baden-Wurttemberg Cooperative State University, GermanyF Davies (Author) - Cardiff University, United Kingdom
- Publication details
- Journal of Social Marketing, Vol.3(1), pp.8-27
- Publisher
- Emerald Group Publishing Ltd.
- Date published
- 2013
- DOI
- 10.1108/20426761311297207
- ISSN
- 2042-6763
- Copyright note
- Copyright © 2013 Emerald Group Publishing Limited. The Author's accepted version is reproduced here in accordance with the copyright policy of the publisher. The definitive version is available from http://www.emeraldinsight.com/
- 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
- 99450382902621
- Output Type
- Journal article
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