TY  - JOUR
AB  - Purpose Social marketing has been applied to alcohol education, changing adolescents’ knowledge, attitudes and intentions toward binge drinking for the better. However, there remains limited research in the social marketing literature examining multi-stream models considering social-contextual factors and individual differences in the applied context of adolescent drinking.Design/methodology/approach A multi-group structural equation model approach was applied to analyze cross-sectional self-report data from 2,234 (mean age = 15.3 years, 48.7 per cent female) Australian adolescents. Based on the theory of planned behavior, the role of attitudes, subjective norms and perceived behavioral control in adolescents’ binge drinking intentions were examined. Potential moderating effects of peer and parent drinking behaviors and drinking status were tested.Findings The model explained 47.3 per cent variance in intentions for drinkers and 31.6 per cent for non-drinkers. Subjective norms were more strongly related to intentions than attitudes. Peer and parent behavior modified those associations, and drinking status further moderated interaction effects. Under conditions of favorable norms and attitudes, family and friends’ behavior fuels adolescents’ binge drinking intentions. Conversely, exposure to modeling of non-drinking peers and parents can bolster negative binge drinking beliefs.Practical implications Social marketing programs seeking to change adolescent drinking culture should include peers and parents whose drinking behavior modified associations between attitudes, norms and intentions to binge drink.Originality/value This study investigated how social-contextual factors (midstream) and drinking status influence relationships between adolescents’ attitudes, norms and perceived behavioral control (downstream factors) and their intentions to binge drink. These moderating effects have not previously been examined within the theory of planned behavior framework, and limited previous research has examined multi-stream models.
VL  - 36
IS  - 5
SN  - 0736-3761
DO  - 10.1108/JCM-02-2018-2583
UR  - https://doi.org/10.1108/JCM-02-2018-2583
AU  - Knox Kathy
AU  - Dietrich Timo
AU  - Rundle-Thiele Sharyn
AU  - Connor Jason P.
PY  - 2019
Y1  - 2019/01/01
TI  - Parent and peer behavior: fueling adolescent binge drinking intentions?
T2  - Journal of Consumer Marketing
PB  - Emerald Publishing Limited
SP  - 539
EP  - 550
Y2  - 2024/04/20
ER  -