Wellstar College of Health and Human Services, Kennesaw State University, Kennesaw, USA.
School of Public Health, Georgia State University, Atlanta, USA.
Drug Alcohol Rev. 2022 Sep;41(6):1444-1456. doi: 10.1111/dar.13497. Epub 2022 Jun 27.
To determine the role of alcohol marketing, perceptions of marketing and social norms on heavy alcohol use and problem drinking among vulnerable youth in Uganda.
The Kampala Youth Survey is a cross-sectional study conducted in 2014 with service-seeking youth (ages 12-18 years) living in the slums of Kampala (n = 1134) who were participating in Uganda Youth Development Link drop-in centres. Survey measures assessed perceptions of alcohol advertisements, social norms regarding alcohol use, heavy alcohol use and problem drinking. Factor analyses and structural equation models were computed to determine the predictors (e.g. social norms and alcohol marketing exposure) for drinking amounts, heavy drinking and problem drinking.
Alcohol marketing allure, perceptions of adults' alcohol attitudes and respondent's male gender were significantly predictive of heavy drinking. Similarly, in addition to drinking amount and heaviness, only alcohol marketing exposure and friends' alcohol attitudes, as well as respondent's own attitudes about alcohol, significantly predicted variation in problem drinking.
Alcohol marketing exposure and allure are significant predictors of heavy drinking and problem drinking among youth in Uganda. Prevention programs that reduce exposure to and allure of alcohol marketing may prove promising for reducing alcohol use and related problems among these vulnerable youth in a low-resource setting.
本研究旨在探讨在乌干达，酒精营销、对营销的看法和社会规范对易受影响的青年群体中重度饮酒和酗酒问题的影响。
坎帕拉青年调查是一项横断面研究，于 2014 年在坎帕拉的贫民窟中进行，调查对象为寻求服务的青年（年龄在 12-18 岁之间），他们在乌干达青年发展联系的中途之家参加活动。调查措施评估了对酒精广告的看法、对饮酒的社会规范、重度饮酒和酗酒问题。进行因子分析和结构方程模型计算，以确定饮酒量、重度饮酒和酗酒问题的预测因素（例如社会规范和酒精营销暴露）。
酒精营销的吸引力、成年人对酒精态度的看法以及受访者的男性性别是重度饮酒的显著预测因素。同样，除了饮酒量和饮酒量外，只有酒精营销暴露和朋友的酒精态度以及受访者自己对酒精的态度，显著预测了酗酒问题的变化。
酒精营销的暴露和吸引力是乌干达青年重度饮酒和酗酒问题的重要预测因素。在资源匮乏的环境中，减少青少年对酒精营销的接触和吸引力的预防计划可能有助于减少这些易受影响的青年的饮酒和相关问题。
