Gender attitudes and motivational influences towards the consumption of alcoholic and non-alcoholic beverages

Abstract

The purpose of this study is to obtain a better insight of the motivational influences and attitudes towards the consumption of alcoholic and non-alcoholic beverages of men and women in Malta. The methodology used to carry out this study employed both primary and secondary data. Primary data included carrying out focus groups, in-depth interviews and a questionnaire. The questionnaire sample was based on a stratified sample for University students and a snowball sample technique for the Facebook questionnaire. Secondary data was based on academic journals, articles and National Statistics. The aim of the study was to obtain a better understanding of the main motivational influences affecting attitudes towards alcohol consumption amongst males and female audiences in the 18 -35 age categories. The exploratory nature of the study limited the possibility of making generalisations beyond the sample results obtained. The main findings after collecting data indicates, that in general, males are mainly influenced by self-esteem and social belongingness whereas females are mainly affected by social belongingness; to satisfy the need to be like others.