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The purpose of the research is to evaluate the visibility and effectiveness of responsible drinking campaigns used for the sale of the product “beer” (on labels and commercials) on a sample of university students at the University of Pisa to verify whether a preventive “education” on the issue of the effects of alcohol consumption is suitable to improve the perception of responsible communication.

A focus group methodology was used. Three interviews were conducted with 21 university students. The interview protocol was divided into three sections and ten guiding questions were prepared to conduct the focus groups.

The study shows the weak effectiveness of responsible communication promoted by brewers, even though the sample knew aspects related to responsible communication and the adverse health effects of alcohol. Most respondents failed to remember the existence of responsibility messages placed on beverage labels, except as a result of visual stimuli, a sign that preventive education can play a role in message recognition. Commercials seem to have a more significant impact when associated with the dangers of drunk driving. However, promoting consumer awareness campaigns continues to be perceived as contradictory.

This study presents the results of qualitative research that focuses on university students' perceptions of the effectiveness of the most recent responsible communication campaigns conducted by brewers. The research is significant in assessing the effectiveness of communication tools, providing theoretical and industrial implications for improving the understanding of the phenomenon and the effectiveness of responsible messages.

This paper aims to explore the market dynamics that led to a shift in Swedish consumers' alcohol preferences from schnapps to wine. Specifically, the study investigates how the Swedish state influenced consumers' alcohol habits and highlights the role of governance units in shaping consumer culture.

The study reconstructs the historical memory of the “Operation Vin”, a strategic marketing campaign implemented by Systembolaget from 1957 to 1985, to conceptualize the past and to uncover the structures and change dynamics of the Swedish alcohol market system. Following this approach, the research contrasts historical data from multiple sources with market-oriented ethnographical data and traces the trajectory of how the consumption of alcohol has changed as a consequence of the Swedish state’s initiatives.

The study offers two contributions to the literature in marketing and consumption history. Firstly, it uncovers the lines of actions (framing and settlement) involved in creating marketing systems and shaping consumer culture. Secondly, it explores how the state strategically leveraged its social skills to promote a specific type of alcohol consumption (wine) and to induce the Swedish consumer to cooperate in the refashioning of the alcohol field.

The authors aspire for this paper to offer valuable insights into how a state, as a governance entity, can shape consumer culture through a strategic blend of various regulatory measures, both gentle and forceful. The authors emphasize the pivotal role of social skills in fostering cooperation during the implementation of a new alcohol policy.

This paper provides valuable insights into the role of the Swedish state in shaping consumer culture and explores the strategic actions and marketing systems involved, contributing to marketing and consumption history literature.

Because of the slow market growth of and intense competition among coffee shops, increasing brand preference and patronage intention is crucial in the coffee shop industry. Although place attachment theory (PAT) and social identity theory (SIT) stipulate that place attachment and social identity are key constructs of revisit intention, no studies have yet integrated the dimensions of SIT into PAT to predict place preference (PP) and repatronage intention (RI). In this study, the authors aimed to develop a theoretical model grounded in PAT and SIT to predict PP and RI.

A total of 648 coffee shop customers participated in an online survey, and their data were analyzed through structural equation modeling.

The results indicated that cognitive and affective place identity (PI) directly affected place dependence (PD) but did not directly affect PP. Cognitive PI also indirectly affected PD through affective PI. PD exerted a positive and significant effect on PP and thus affected RI.

These findings provide insights into the importance of cognitive and affective PI in shaping PD, PP and RI. From a place attachment perspective, the theoretical model enables coffee shop managers to cultivate strong PP to increase customer RI.

This study aims to investigate the impacts of pandemic-related media coverage on younger hospitality and tourism employees’ ageist attitudes toward older people by applying the media priming theory and the terror management theory.

This study takes a mixed-method approach through an online survey. A total of 416 usable responses are collected from current US hospitality and tourism employees under 55 years. Qualitative data were analyzed using word cloud. Partial least squares structural equation modeling is then used to test the hypothesized model.

The study’s results show that younger employees' cognitive reaction negatively affects aging anxiety and intergenerational tension, which subsequently influence their willingness to work with older people. Negative media-induced emotions are positively associated with aging anxiety, whereas positive emotions exert no significant impact. Intergenerational contact frequency moderates the effect of intergenerational tension on younger employees’ willingness to work with older people.

This study’s findings contribute to the hospitality and tourism workforce literature by considering the priming effects of media coverage on younger employees’ attitudes toward self-aging and the older group. This study also offers managerial insights on developing effective age-inclusion interventions to reduce workplace ageism in the post-pandemic era.

Existing hospitality and tourism studies on older workers are scant and largely descriptive. To the best of the authors’ knowledge, this study is the first study that assesses the effects of pandemic-related media coverage on workplace ageism toward older people among the current hospitality and tourism workforce.

The purpose of this research is to explore how an industry is represented in multimodal public media narratives and to explore how this representation subsequently affects the formation of public sense-giving space during a persisting crisis, such as a pandemic. The question asked is: how do the use of multimodality by public service media dynamically shape representations of industry identity during a persisting crisis?

This study made use of a multimodal approach. The verbal and visual media text on the restaurant industry during the COVID-19 pandemic that were published in Finland by the public service media distributor Yle were studied. Data published between March 2020 and March 2022 were analysed. The data consisted of 236 verbal texts, including 263 visuals.

Three narratives were identified– victim, servant and survivor – that construct power relations and depict the identity of the restaurant industry differently. It was argued that multimodal media narratives hold three meaning making functions: sentimentalizing, juxtaposing and nuancing industry characteristics. It was also argued that multimodal public service media narratives have wider implications in possibly shaping the future attractiveness of the industry and organizational members' understanding of their identity.

This research contributes to sensemaking literature in that it explores the role of power – explicitly or implicitly constructed through media narratives during crisis. Furthermore, this research contributes to sensemaking literature in that it shows how narratives take shape multimodally during a continuous crisis, and how this impacts the construction of industry identity.

This paper aims to explore the existence of drinking stories among young Muslim women in Denmark. More specifically, the author investigates the significance of having a double audience (one Muslim, one Danish) for the construction of narratives about alcohol and intoxication.

The paper draws on qualitative data from semi-structured in-depth interviews with 32 young Muslim women (average age 23 years) and uses the analytical concept of storytelling.

Firstly, the narratives are qualitatively different from majority narratives, revealing distinct Muslim minority experiences. Secondly, the stories are disrupted in more serious ways than majority drinking stories. Lastly, for some young women, there is no wriggle room, and rather than being part of stories of intoxication, they subvert the drinking story into sober narratives to uphold respectable norms around alcohol while being both Muslim and Danish.

This research is unique in its focus on alcohol and parties among Muslim minority youth in a white-majority country. The narratives would usually be overlooked in a drinking story context because of the association between Muslims and abstinence and because the drinking story literature originates from a narrower focus on young white men’s experiences. Including more ethnic, religious and gender-diverse minorities in future research on drinking stories will challenge our knowledge in the field and add much-needed nuances.

The purpose of this paper is to assess the impact of the recommendation to replace identity-first language with person-first language on people who self-identify as recovering addicts as part of a recovery programme. Narcotics Anonymous (NA) will be used to illustrate the contextualised nature of the recovering addict identity.

To demonstrate the value of the recovering addict identity and social relations in NA, this paper draws on Axel Honneth’s theory of mutual recognition and self-formation.

Person-first language overlooks the significance of identity-first language to people in 12-step recovery. This oversight is linked to the logic of stigma reduction which excludes all identity-first language by association rather than assessing the impact of such terms on a case-by-case basis. Honneth’s theory is used to show how the recovering addict identity facilitates self-confidence and self-esteem through relations of mutual recognition in NA.

The argument excludes people who identify as recovering addicts, but do not attend 12-step groups. Further research would be needed to understand how the recommendation to use person-first language instead of identity-first language impacts upon other recovery communities and pathways.

The recommendation to replace identity-first language with person-first language might result in 12-step fellowships becoming marginalised within the broader academic and policy and practice arena. Language preferences can become a contentious issue when 12-step groups and their members enter the wider recovery arena where their preferred terminology is viewed as stigmatising and dehumanising.

To the best of the author’s knowledge, this is the first article to propose an alternative theoretical framework to stigma reduction for judging morally appropriate language in the alcohol and drugs field.

Using data from 36,981 respondents to the Global Drug Survey (GDS) COVID-19 Special Edition, this study aims to compare changes, following the first “lockdown,” in alcohol consumption between lesbian, gay, bisexual and other sexual minority (LGB+) and heterosexual respondents with and without lifetime mental health and neurodevelopmental (MHND) conditions.

Characteristics and drinking behavior of respondents to GDS who disclosed their sexual orientation and past 30-day alcohol use were described and compared. LGB+ participants with and without MHND conditions were compared, and logistic regression models identified correlates of increased drinking among LGB+ people. The impact of changed drinking on the lives of LGB+ participants with and without MHND conditions was assessed.

LGB+ participants who reported that they were “not coping well at all” with the pandemic had twofold greater odds of reporting increased binge drinking. LGB+ participants with MHND conditions were significantly more likely than those without to report increased drinking frequency (18.7% vs 12.4%), quantity (13.8% vs 8.8%) and that changed drinking had impacted their lives.

This study, which has a uniquely large and international sample, explores aspects of alcohol use not considered in other COVID-19 alcohol use research with LGB+ people; and to the best of the authors’ knowledge, this is the first study to explore alcohol use among LGB+ people with MHND conditions.

In Chapter 4, the author will discuss the youth drinking epidemic regionwide, in order to demonstrate why the impacts of alcohol products on youths are concerning. The author will present the major youth drinking trends within SEA, to further study how the rampant alcohol trade regionally has adversely affected local youths to a troublesome degree. The author will point out the causes of the youth drinking epidemic, which are susceptibility and toxic culture. Next, the author will evaluate the national and regional costs of youth drinking, discussing how such a lifestyle results in consequences in relation to delinquency. The author will recommend policies for alcohol control that the SEA governments should take into account when amending or forming their policies to contain the epidemic of youth drinking. The outputs of Chapter 4 will draw a close association between youth smoking, youth drinking, and youth sexual misconduct. Therefore, the author indicates that these youth delinquency problems should be addressed simultaneously in order to eradicate the issues of holistic youth misbehaviours in the long term.