Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Factors influencing youth alcohol consumption intention An approach from consumer socialization theory

Factors influencing youth alcohol consumption intention An approach from consumer socialization... Purpose – The purpose of this paper is to analyze, within the consumer socialization theory framework, the influence of three socialization agents (parents, peers and advertising as part of media content) over alcohol consumption intentions among young people, differentiating between underage and overage individuals. Design/methodology/approach – Structured interviews were performed in both high schools and a university to analyze the hypothesized model. Findings – The results show that both positive and negative expectancies towards the perceived consequences of consuming alcohol are the main antecedents of consumption intention. Moreover, all three considered agents have either a direct and indirect effect on those expectancies; and advertising plays a more important role on underage audience intentions to consume alcohol. Practical implications – The findings demonstrate that consumption intention among adolescents and young adults is affected by parents, peers and advertising. However, each social agent has a differential effect on young people. Social implications – This research highlights the importance of strict regulation (or even restriction) on alcoholic advertising to reduce the effect on youth. Originality/value – The paper develops a comprehensive model to explain some (of the many) relationships underlying alcohol consumption among young people. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Social Marketing Emerald Publishing

Factors influencing youth alcohol consumption intention An approach from consumer socialization theory

Download PDF
19 pages

Loading next page...
 
/lp/emerald-publishing/factors-influencing-youth-alcohol-consumption-intention-an-approach-vxjdiUWq0z

References (94)

Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
2042-6763
DOI
10.1108/20426761111170704
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to analyze, within the consumer socialization theory framework, the influence of three socialization agents (parents, peers and advertising as part of media content) over alcohol consumption intentions among young people, differentiating between underage and overage individuals. Design/methodology/approach – Structured interviews were performed in both high schools and a university to analyze the hypothesized model. Findings – The results show that both positive and negative expectancies towards the perceived consequences of consuming alcohol are the main antecedents of consumption intention. Moreover, all three considered agents have either a direct and indirect effect on those expectancies; and advertising plays a more important role on underage audience intentions to consume alcohol. Practical implications – The findings demonstrate that consumption intention among adolescents and young adults is affected by parents, peers and advertising. However, each social agent has a differential effect on young people. Social implications – This research highlights the importance of strict regulation (or even restriction) on alcoholic advertising to reduce the effect on youth. Originality/value – The paper develops a comprehensive model to explain some (of the many) relationships underlying alcohol consumption among young people.

Journal

Journal of Social Marketing – Emerald Publishing

Published: Oct 11, 2011

Keywords: Spain; Alcoholic drinks; Youth; Consumer behaviour; Alcohol consumption; Socialization theory; Socialization agents

There are no references for this article.