title: Exploring Low Alcohol Beverage Consumption as a Moderator of Harmful Drinking Behaviours in Young Australian Adults
Creators: name: Palmer, Blake J
Publisher: name: Griffith University
Year: 2024
Subjects: subject: alcohol consumption
subject: young adults
subject: Australia
subject: low alcohol beverage
subject: drinking behaviours

description: Excessive acute alcohol consumption (i.e., "binge drinking", &gt;40g ethanol) among young Australian adults (aged 18 to 24 years) remains a significant public health concern. Binge drinking exposes young Australian adults to a range of significant harms. The increased availability and diversity of low alcohol beverage (LAB) products (≤1.15% alcohol by volume) in Australia may provide a novel opportunity to moderate acute alcohol consumption behaviours in young drinkers. This thesis aimed to explore LAB consumption as a strategy to moderate harmful drinking behaviours in young Australian adults. The Capability, Opportunity, Motivation-Behaviour (COM-B) model and Behaviour Change Wheel (BCW) framework were employed to guide this research program, generating four original research studies. Study One was a systematic review of the literature exploring factors influencing the drinking behaviours of young Australian adults. This study found these behaviours are shaped by a complex interplay of individual, social, and environmental factors, with increased consumption driven by physical and social opportunities, and reflective motivation. In contrast, decreased consumption was linked to psychological and physical capabilities, as well as supportive social environments. Study Two surveyed young drinkers' awareness, perceptions, and behaviours towards LAB products. Findings indicate young drinkers had minimal exposure to LABs, with social influences, curiosity, and intent to reduce alcohol intake serving as facilitators, while barriers included a preference for higher alcohol content, a desire to get drunk, and limited awareness of LABs. Although LABs were seen as having the potential to moderate drinking. Study Three audited the availability, advertising, and promotion of LAB products in licensed drinking environments on the Gold Coast (Queensland, Australia). Product diversity of LAB products was minimal, and no advertising and/or promotion for these products was identified. The lack of opportunity to purchase LABs in these environments is contributing to the inability of these products to moderate young drinkers' alcohol consumption in settings where harmful alcohol consumption can occur. Study Four was a laboratory trial investigating young drinkers' overall liking and purchase intent for five different commercially available LAB products from their preferred beverage category. The study employed a semi-randomised (i.e., participants were able to select from a drink category) design where they were exposed to off-the-shelf LAB products under blinded and unblinded conditions. Participants showed a positive liking for LABs regardless of blinding, though purchase intent significantly decreased when unblinded to packaging. Despite this, participants indicated a willingness to try LABs again in the future. Overall, LAB products have potential to assist young Australian drinkers in moderating their alcohol consumption. However, the limited awareness of these products, reluctance to purchase them, and the desire to consume alcohol for the intoxicating effects remain barriers to consumption. Furthermore, the lack of diversity of LABs in licensed venues denies young drinkers the opportunity to consume these products in settings where harmful alcohol consumption occurs. Increased access to LABs in drinking environments will enhance physical opportunity, while promoting social acceptance and reshaping social norms around alcohol consumption will strengthen social opportunity and reflective motivation. A coordinated effort between public health stakeholders, the alcohol industry, and licensed venues is imperative to promote the normalisation of LAB consumption within drinking environments.