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Attitudinal, normative and demographic influences on female students' alcohol consumption

Rebecca O'Hara (Account Manager at Roy Morgan Research, Brisbane, Australia.)
Debra Harker (Associate Professor in Marketing at the University of the Sunshine Coast, Maroochydore South, Australia.)
Maria Raciti (Lecturer in Marketing, at the University of the Sunshine Coast, Maroochydore South, Australia.)
Michael Harker (Associate Professor in Marketing, at the University of the Sunshine Coast, Maroochydore South, Australia.)

Young Consumers

ISSN: 1747-3616

Article publication date: 14 March 2008

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Abstract

Purpose

Risky and high‐risk alcohol consumption is prevalent amongst young females and university students. Relatively little research in Australia has focused on these groups. This study aims to use social marketing and consumer behavior principles to examine the attitudinal, normative and demographic factors which influence alcohol consumption amongst 18‐24‐year‐old, female university students.

Design/methodology/approach

A total of 230 female students in this age group were surveyed utilizing a personally administered, self‐report questionnaire. These participants were categorized as either low risk alcohol consumers (n=122) or high‐risk alcohol consumers (n=108).

Findings

The findings from this research indicate that a mixture of attitudinal, normative and demographic factors influence alcohol consumption amongst young, female university students.

Originality/value

This study aids in the development of targeted interventions to mitigate risky and high‐risk alcohol consumption amongst this cohort.

Keywords

Citation

O'Hara, R., Harker, D., Raciti, M. and Harker, M. (2008), "Attitudinal, normative and demographic influences on female students' alcohol consumption", Young Consumers, Vol. 9 No. 1, pp. 7-16. https://doi.org/10.1108/17473610810857273

Publisher

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Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited