Attitudinal, normative and demographic influences on female students' alcohol consumption

Purpose Risky and high-risk alcohol consumption is prevalent amongst young females and university students. Relatively little research in Australia has focused on these groups. This study aims to use social marketing and consumer behavior principles to examine the attitudinal, normative and demographic factors which influence alcohol consumption amongst 18-24-year-old, female university students. Design-methodology-approach A total of 230 female students in this age group were surveyed utilizing a personally administered, self-report questionnaire. These participants were categorized as either low risk alcohol consumers (n=122) or high-risk alcohol consumers (n=108). Findings The findings from this research indicate that a mixture of attitudinal, normative and demographic factors influence alcohol consumption amongst young, female university students. Originality-value This study aids in the development of targeted interventions to mitigate risky and high-risk alcohol consumption amongst this cohort.