An Exploratory Examination into the Effect of Attitudinal Normative and Demographic Determinants of Alcohol Consumption by Female Students

Risky alcohol consumption behaviour is prevalent amongst young females and university students. However, relatively little research in Australia has focused on these groups. This study used social marketing and consumer behaviour principles to explore the attitudinal, normative and demographic factors which influence alcohol consumption amongst 18-24 year old, female university students. This project focussed in particular on the differences between the low and high risk consumers of alcohol in order to make a contribution to the area