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Previous research has yielded mixed results on the relationship between consumer perception and purchase intention towards organic food products. Although the prior literature has widely applied planned behaviour theory, using a single theoretical approach often provides limited understanding of organic food consumption. This study builds upon consumer perception and social cognitive theories to examine the effects of perceived food healthiness and environmental consciousness on the purchase intention of organic drinking products. The current research also assesses the mediating role of consumer extrinsic motivation and moderating role of corporate social responsibility (CSR) beliefs in these effects.

A survey method was applied to collect data from 606 consumers from different food retailers in Vietnam. Data were analysed using multivariate analysis techniques, such as structural equation modelling and bootstrap analysis.

Results of hypothesis testing support the predictive ability of perception and social cognitive theories in explaining consumers' perceptions, motivation and behavioural intention towards organic drinking products. Furthermore, results provide evidence for the moderating effect of CSR beliefs on the relationship between consumer extrinsic motivation and purchase intention.

This study may be amongst the first that explains consumption of organic drinking products from the perspectives of consumer perception and social cognitive theories. It provides a unique research model that explains the influence of perceived food healthiness and environmental consciousness on purchase intention of organic drinking products with the mediating role of consumer extrinsic motivation and moderating role of CSR beliefs. The current research provides fresh insights into the consumption of organic drinking products in an emerging market based on a mediated moderation mechanism, which has been limited in the prior literature.

The purpose of this paper is to understand the pattern and perception of alcohol drinking among the Lahu people in northern Thailand.

A qualitative method was used to elicit information on the patterns and perceptions of alcohol drinking amongst the Lahu tribespeople. Question guidelines had been developed from literature reviews and approved by three experts in the field of public health and alcohol studies. A total of 21 participants of different ages and sexes from 3 separate Lahu villages were invited to provide information. All interviews were taped and transcribed before analysis. A content analysis was used.

Lahu people begin alcohol consumption at an average of 12 years, with males usually beginning before females of the same age. Consuming alcohol is perceived to be a sign of adulthood and is also used as a means of gaining social acceptance from others in the community. Alcohol is consumed throughout the year with young and old, male and females, describing varied reasons for drinking. Income, parental behavior, and peer pressure contributes to the onset of alcohol drinking among young Lahu people. Several factors contributed to the use of alcohol among the Lahu people such as sex, age, occupation and income, peer pressure, taste and price as well as cultural adaptations amongst the farming community that play a significant role in the frequency of alcohol consumption amongst the Lahu community.

The results should support the development of peer education on the negative impact of alcohol use among the young people, and development of a community agreement on reducing excessive alcohol use in the Lahu community should be implemented.

Bottled water consumption continues to break records worldwide and its environmental impact is often underestimated by the consumer. Many factors affect individuals’ choices to consume tap water and bottled water including perceived health risks and water quality. The University of South Florida (USF) has joined a nationwide initiative to become carbon-neutral, and reducing bottled water consumption was a chosen strategy. The purpose of this study was to assess the risk perceptions and drinking water choices of the USF-Tampa campus community.

A sample of 561 students, faculty and staff members responded to an online survey. The survey contained questions about the use of bottled water and tap water, reusable water bottles, risk perceptions and demographics.

The results revealed that certain groups – undergraduate students and ethnic/racial minorities (e.g. black/African American, Hispanic/Latino) – drank significantly more bottled water. Among political ideologies, Liberals drank the least bottled water. Females and minorities had significantly greater risk perceptions of the tap water on campus. Important perceived benefits were tap water being less expensive and better for the environment than bottled water. Important perceived barriers were poor tasting tap water and the desire for filtered water.

The findings suggest the need for public health campaigns to increase awareness of health, environmental and financial consequences of bottled water consumption. Such campaigns should aim to discourage bottled water and any potential increased sugar-sweetened beverage consumption while promoting tap water consumption.

This study aims to further investigate the relationship between perceived adherence to gender norms and binge drinking in college students. Thus, researchers examined college students’ perceptions of adherence to masculine and feminine gender norms when gender and alcohol consumption of a vignette character were manipulated.

Undergraduate participants (N = 368) were randomly assigned to one of four vignette conditions: female moderate drinker, female binge drinker, male moderate drinker, male binge drinker and then surveyed regarding perceptions of the vignette character.

The results of this study indicate that there are significant relationships between the vignette character’s alcohol consumption and perceived adherence to feminine gender norms. The character’s gender, as well as the participant’s own alcohol consumption patterns, also related to perceived adherence to feminine gender norms.

College students’ perceptions of binge drinkers are influenced by gender norms, which has important implications for safe consumption of alcohol. When young men (or young women) are encouraged to drink to avoid appearing too feminine, negative consequences may be more likely. In this study, perceptions of the vignette character’s safety were also found to be related to alcohol consumption of the vignette character, as well as the alcohol consumption of the participant, suggesting that a heavy drinker might not show as much concern for another’s heavy consumption.

This study aims to explore the barriers that prevent students from moderating their drinking by comparing attitudes towards moderation in a wet (New Zealand) and dry (Vietnam) drinking culture and examines whether these barriers can be understood by applying an ecological framework.

A qualitative survey involving a written vignette was conducted with a sample of 226 and 277 undergraduates from New Zealand and Vietnam, respectively. Data were analysed using qualitative content analysis.

The analysis reveals that students perceive several barriers to moderate drinking at the intrapersonal level (e.g. positive attitude towards drinking), interpersonal level (e.g. peer pressure) and environmental level (e.g. socialising activities), suggesting that an ecological framework is useful for understanding drinking cultures. The response variations between the two countries provide novel insights into cultural differences in students’ perceptions, with external factors being more important and influential in the wet culture and internal influences being of more concern in the dry culture.

The findings highlight that students in the wet drinking culture do not take personal responsibility for their drinking and suggest that social marketing should move beyond individualistic approaches and towards the disruption of drinking cultures/practices, in pursuit of a healthier drinking culture.

This study provides novel insights into the barriers and facilitators of moderating drinking. Further, the findings demonstrate the value of a holistic ecological framework for understanding student drinking cultures. The comparison between two diverse cultures revealed how insights from one culture can help to understand deep-seated practices and meanings in another.

The purpose of this paper is to investigate young female consumers' motivations and perceptions of their alcohol consumption in the context of the changing drinking culture among women.

All the data were collected on a university campus in Poland. The research was conducted in two phases, using two research methods: consumer diaries and consumer collages. In Phase 1, purposive sampling was used to establish a group of five female students, all aged 22, who were asked to keep individual written diaries. In Phase 2, consumer collages were prepared and interpreted by four groups consisting of 24 female students.

Both sets of data were thematically analysed, and the emerging themes were divided into two major issues: drinking motives and control and limits.

This research is limited by a small sample recruited from one university, and the indicative findings should be used in further research.

Better understanding of female students' drinking culture will help to develop more targeted and effective policies and social marketing programmes to prevent further rise in alcohol consumption among female students.

This research contributes to the existing literature by deepening our understanding of the unique characteristics of female undergraduate students' drinking, and identifying the areas of convergence between male and female alcohol consumption. It also explores the motivations behind these convergence processes and highlights areas in which differences between genders are still strong.

Drawing on the social cognitive theory, this study investigated the effect of mentors' drinking norms on their protégés' alcohol misuse by focusing on the mediating role of conformity drinking motives and the moderating role of moral disengagement. We conducted a three-wave survey of 148 mentor–protégé dyads and found that mentors' drinking norms were positively related to their protégés' alcohol misuse and that this relationship was fully mediated by conformity drinking motives. Moreover, the moderated mediation model revealed that moral engagement strengthens the main effects of mentors' drinking norms on conformity drinking motives and the indirect effects of mentors' drinking norms on protégés' alcohol misuse via enhanced conformity drinking motives. The theoretical and practical implications are discussed.

This study aims to determine preference and concerns regarding tap vs bottled water and recommendations to increase tap water use in a US Midwest university. The authors propose interventions to increase tap water use based on survey results.

The authors conducted an online survey of the community of a regional comprehensive university in the St. Louis metro-east region (Illinois, USA). They analyzed 781 responses using mixed methods, and developed recommendations based on community-based social marketing principles.

Black respondents reported higher bottled water use than White respondents. Undergraduate students reported higher bottled water use than faculty or staff. Most respondents were concerned about cost and environmental impact for bottled water and taste and water quality for tap water. Chemical and safety concerns were specific and location-focused for tap water only. Concerns were similar to Safe Drinking Water Act mandated public information, such as prior reports of lead (Pb) in campus drinking water. Tap water taste concerns may relate to proximity to the water treatment plant, resulting in high residual chlorine levels. To increase tap water use in this community, the authors recommend persuasive information campaigns, improvements to infrastructure and distribution that increase tap water convenience, more transparent public reporting on tap water lead levels, management of residual chlorine levels, and establishment of institutional norms favoring tap water over bottled water.

The authors evaluate barriers to drinking tap water across multiple environmental and social systems. The methods used in this study combine mixed methods analysis and community-based social marketing. The findings integrate respondent demographics and concerns, local water quality, local and national contamination events, campus-specific sustainability initiatives and barriers, and national drinking water regulations.

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.

Prevalence rates of older adults (OA, 50+) with high-risk alcohol use are rapidly growing. Barriers to intervention persist for OA. Mobile interventions, specifically short message service (SMS, also known as text messaging), provide an opportunity to overcome such barriers. The purpose of this paper is to explore the acceptability and preliminary effectiveness of four SMS intervention conditions compared to mobile assessment only among OA (50–65 years old, n = 49) who drink at high-risk levels compared to younger adults (YA, 21–49 years old, n = 102).

Within and between age group differences at baseline and end-of-treatment (12 weeks) were explored. Generalized linear modeling was used to test age by receipt of any SMS intervention (compared to assessment only) effects across health outcomes. Effect sizes and visual analyses were generated to assess for age by type of SMS interactions.

Both age groups reported intervention satisfaction. Two-thirds elected to continue receiving SMSs after treatment concluded. Descriptively, SMS groups demonstrated reduced drinking across age groups at end-of-treatment compared to mobile assessment only, though slightly larger effects were found for YA than for OA. Age significantly moderated the receipt of any SMS intervention only for depression (i.e., older age weakened the therapeutic effect). Of all the SMS types, tailored messages outperformed the other conditions on drinking outcomes for both age groups. Depression, craving and alcohol problems responded to gain-framed messages among OA and loss-framed messages among YA.

The findings of this paper suggest that SMS is acceptable and potentially effective across age groups. Further adaptation of SMS across age groups could enhance its effectiveness.

This is the first paper to explore the impact of older age on the efficacy of text messaging as an intervention for hazardous alcohol use.