Authors: Franco Manuel Sancho, María José Miguel and Joaquín Aldás

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

Source: Journal of Social Marketing

Abstract: 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. Structured interviews were performed in both high schools and a university to analyze the hypothesized model. 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.


Recommended citation:
Sancho, F M., M. J. Miguel and J. Aldás, 2011. "Factors influencing youth alcohol consumption intention: An approach from consumer socialization theory", Journal of Social Marketing, 1(3), pp. 192-210.


Further articles