The role of desire in understanding intentions to drink responsibly: an application of the Model of Goal-Directed Behaviour |
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| Authors: | Marie-Louise Fry Judy Drennan Josephine Previte Angela White Dian Tjondronegoro |
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| Institution: | 1. Griffith Business School, Griffith University, Australiam.fry@griffith.edu.au;3. QUT Business School, Queensland University of Technology, Australia;4. UQ Business School, The University of Queensland, Australia;5. Centre for Youth Substance Abuse Research, The University of Queensland, Royal Brisbane and Women’s Hospital, Australia;6. Science and Engineering Faculty, Queensland University of Technology, Australia |
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| Abstract: | AbstractThis study models young people’s moderate drinking decision-making using the Model of Goal-Directed Behaviour (MGB), thus presenting insights into young people’s desires and intentions to drink responsibly. Testing the applicability of the MGB to quantitatively analyse responsible drinking, the explanatory sphere of the MGB is extended. An online survey resulted in 1522 completed questionnaires from respondents aged between 18 and 25 years. Collected data were analysed with structural equation modelling (SEM) using SPSS AMOS21 (IBM, New York, NY, USA) software. The key finding of this study is that an individual’s desire to drink moderately is the most important predictor of young people’s responsible drinking intentions. Our use of MGB provides further evidence that there is a strong distinction between consumer desires and intentions. |
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| Keywords: | Model of Goal-Directed Behaviour moderate drinking behaviour responsible drinking social marketing alcohol prevention |
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