The role of desire in understanding intentions to drink responsibly : an application of the model of goal-directed behaviour

Fry, Marie-Louise, Drennan, Judy, Previte, Josephine, White, Angela, & Tjondronegoro, Dian (2014) The role of desire in understanding intentions to drink responsibly : an application of the model of goal-directed behaviour. Journal of Marketing Management, 30(5-6), pp. 551-570.

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This 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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6 citations in Scopus
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ID Code: 72194
Item Type: Journal Article
Refereed: Yes
Additional URLs:
Keywords: Model of goal-directed behaviour, Moderate drinking behaviour, Responsible drinking, Social marketing , Alcohol prevention
DOI: 10.1080/0267257X.2013.875931
ISSN: 1472-1376
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Information Systems
Current > QUT Faculties and Divisions > Science & Engineering Faculty
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: © 2014 Westburn Publishers Ltd
Deposited On: 29 May 2014 01:09
Last Modified: 30 May 2014 03:01

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