Adult alcohol purchase intention : the influence of health-consciousness, attitudes toward alcohol advertising and alcohol drinkers
LTReikšminiai žodžiai: Alcohol; Alkoholis; Attitudes toward alcohol advertising; Attitudes toward drinkers; Požiūris į alkoholikus; Požiūrį į alkoholio reklamą; Sveikatos suvokimas; Alcohol; Alkoholis; Attitudes toward alcohol advertising; Attitudes toward drinkers; Health-consciousness; Požiūris į alkoholio reklamą; Požiūris į girtuoklius.
ENAlcohol consumption and behaviour related to it is a widely discussed topic. The use of alcohol puts risk not just on the individual level, but it compromises the well-being of the society. Although a variety of research focuses exclusively on teenagers, student and adolescent alcohol use issues, the investigation into relation between health-consciousness, attitudes toward alcohol advertising and alcohol drinkers and their effect on adult alcohol purchase intention is scarce. The purpose of the current study is to explore adult alcohol purchase intention phenomenon influenced by individual’s health-consciousness, attitude toward advertising, and attitude toward drinkers. The findings reveal that health-consciousness and attitude toward alcohol advertising have a significant negative effect on alcohol purchase intention among adult population, while attitude toward alcohol drinkers indicates significant positive effect. In addition, health-consciousness has a significant negative effect on consumer’s attitude toward alcohol drinkers. [From the publication]
