To read this content please select one of the options below:

Teens' blog accounts of the role of adults in youth alcohol consumption

Simone Pettigrew (UWA Business School, University of Western Australia, Perth, Australia)
Melanie Pescud (UWA Business School, University of Western Australia, Perth, Australia)
Wade Jarvis (UWA Business School, University of Western Australia, Perth, Australia)
Dave Webb (UWA Business School, University of Western Australia, Perth, Australia)

Journal of Social Marketing

ISSN: 2042-6763

Article publication date: 8 February 2013

1285

Abstract

Purpose

The purpose of this paper is to discuss the role of parents and other adults in preventing and facilitating teen binge drinking.

Design/methodology/approach

Teens' discussions on internet websites were accessed to examine their opinions of their alcohol‐related interactions with adults.

Findings

The results show that in the context of a western society such as Australia, the role of adults in endorsing a culture of excessive alcohol consumption may be considerable.

Practical implications

Social marketing campaigns are needed to sensitise adults to this situation and outline strategies that can be used by adults to reduce negative impacts and enhance their potential to reduce alcohol consumption among young people.

Originality/value

Previous research into teenagers' alcohol consumption behaviours has focused on self‐reports obtained via surveys or focus groups. Such data collection processes are likely to be subject to considerable social desirability bias. The present study demonstrates that the internet can constitute a valuable alternative source of data relating to young people's engagement in unhealthy behaviours and the factors impacting their decisions to enact these behaviours.

Keywords

Citation

Pettigrew, S., Pescud, M., Jarvis, W. and Webb, D. (2013), "Teens' blog accounts of the role of adults in youth alcohol consumption", Journal of Social Marketing, Vol. 3 No. 1, pp. 28-40. https://doi.org/10.1108/20426761311297216

Publisher

:

Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

Related articles