Factors Associated With Intention to Moderate Drinking Among Student Drinkers

Abstract

This study addresses the dearth of literature into drinking moderation and demonstrates the value of a social ecological approach for identifying the influencers of students’ intention to moderate drinking. In doing so, the study supports a promotion approach over an avoidance approach as a new opportunity for addressing heavy student drinking through social marketing. A quantitative survey is conducted within a sample of university students ( n = 660) in Vietnam where drinking moderation is commonplace. This research context is arguably helpful to discover factors linked to drinking in moderation, which could inform interventions to reduce problematic drinking in heavy-drinking cultures. Findings suggest that there exist multiple levels of influence on students’ intention to moderate drinking beyond individual factors, which makes drinking moderation a complex phenomenon. There also exist gender differences in how the factors affect moderate drinking intention. Females appear to moderate their drinking through both internal and external control mechanisms, while males tend to moderate their drinking mainly through internal control. These findings can be used to develop interventions aimed at fostering safe and sensible drinking cultures. By taking a comprehensive approach, the most necessary targets are identified to bring about the desired change. It is also suggested that the interventions should be tailored to different gender needs.