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Gender differences in low risk single-occasion drinking: an application of the theory of planned behaviour

Hassan, L.M. and Shiu, E.M.K. (2007) Gender differences in low risk single-occasion drinking: an application of the theory of planned behaviour. International Journal of Consumer Studies, 31 (4). pp. 317-325. ISSN 1470-6423

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Abstract

This study examines the theory of planned behaviour (TPB) in the context of adhering to the UK low-risk single-occasion drinking (LRSOD) guidelines. Additionally, gender differences were explored. A convenience sample of 110 female students and 107 male students provided information about their LRSOD behaviour, as well as views, attitudes and intention regarding keeping to the LRSOD limit. Results of this study show the theory of reasoned action rather than the TPB to be pertinent, accounting for 24% of the variance for the female sample and 36% for the male sample. Gender differences are evident in terms of perceived pressure from government and educational campaigns as well as perceived likelihood of positive consequences of adhering to the LRSOD guidelines. Implications of the findings are discussed.

Item type: Article
ID code: 7411
Keywords: gender differences, low-risk single-occasion drinking, student population, theory of planned behaviour, consumer behaviour, Marketing. Distribution of products, Public Health, Environmental and Occupational Health, Economics and Econometrics, Marketing, Applied Psychology
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
Related URLs:
    Depositing user: Strathprints Administrator
    Date Deposited: 16 Jan 2009 15:47
    Last modified: 04 Sep 2014 17:41
    URI: http://strathprints.strath.ac.uk/id/eprint/7411

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