ABSTRACT

Compared to drinking abstinence, the encouragement of moderating drinking is a pragmatic and sensible approach to addressing excessive alcohol consumption. This study explores how students’ perceptions of facilitators of moderate drinking vary between a wet (New Zealand) and dry drinking country (Vietnam). A qualitative survey was conducted with 227 and 278 respondents from New Zealand and Vietnam, respectively. Aligning with the behavioral ecological framework, the content analysis reveals that students perceive several factors to encourage moderate drinking at the individual (e.g., controllability and coping skills), social (e.g., peer influences), and environmental level (e.g., alternatives to drinking). The response variations between the two countries provided novel insights into cultural differences in students’ perceptions, with internal factors exerting stronger influence in the dry culture and external influences being more prominent in the wet culture. The findings offer recommendations to inform nonprofit and social marketing in the areas of alcohol control.

摘要

与戒酒相比，鼓励适度饮酒是解决过度饮酒问题的一种务实而明智的方法。本研究探讨了学生对适度饮酒促进者的看法在湿饮（新西兰）和干饮国家（越南）之间有何不同。对分别来自新西兰和越南的 227 和 278 名受访者进行了定性调查。与行为生态学框架一致，内容分析表明，学生在个人（例如，可控性和应对技巧）、社会（例如，同伴影响）和环境水平（例如，饮酒的替代品）方面感知了几个鼓励适度饮酒的因素。）。两国之间的反应差异为学生认知中的文化差异提供了新的见解，内部因素对干文化的影响更大，而外部因素对湿文化的影响更为突出。调查结果为在酒精控制领域为非营利和社会营销提供信息提供了建议。