Determinants of alcohol consumption among the Ghanaian youth:An examination of motivational and socio-demographic driver

Abstract

Alcohol consumption among the youth has become a significant public health issue in Ghana. Even though laws and health promotion schemes are in place. Using the social learning theory and the theory of planned behaviour, this study examined the key socio-demographic variables influencing drinking behaviours and how celebrity endorsements affect alcohol consumption. A cross-sectional survey through Google Forms was administered on social media platforms to source data from 1,193 youth, between 15 and 35 years old, in Ghana. Most of the youths [n = 854 (71.6%)] were consuming alcohol out of curiosity and during social events, the study states. People drink alcohol for several reasons. But among them are the sociodemographic factors of age, gender, ethnicity, and occupation. Principal Component Analysis identified social-behavioural drinking and cultural-coping drinking, which accounted for 60% of the variance of the model. Based on the findings, social interactions and mental coping mechanisms influence drinking behaviour among young Ghanaians. The celebrity endorsement did not affect religion and education as much. Additionally, younger men showed higher susceptibility. The study shows that sociodemographic factors have an effect on the influence of social learning and behaviour intentions. The Ministry of Health must develop programmes to provide psychosocial support to the youth. Similarly, the FDA must regulate alcohol marketing with a tighter policy.