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How can I drink safely? Perception versus the reality of alcohol consumption

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  • Caroline Ritchie
  • Felix Ritchie
  • Richard Ward

Abstract

This article investigates differences between perception and actual consumption of alcohol in young adults within the UK, suggesting that inaccurate information in the public domain may hamper those seeking to drink safely plus the development of moderate drinking cultures. Results confirm that inaccurate information may be preventing the development of safe drinking behaviours among certain groups. In addition, they indicate that some groups choose to ignore safe consumption limits in particular circumstances. Results indicate that many government strategies aimed at reducing unsafe drinking behaviour are inaccurately targeted; changing male public consumption behaviour may trigger changes in female behaviour.

Suggested Citation

  • Caroline Ritchie & Felix Ritchie & Richard Ward, 2009. "How can I drink safely? Perception versus the reality of alcohol consumption," The Service Industries Journal, Taylor & Francis Journals, vol. 29(10), pages 1397-1411, May.
    • Handle: RePEc:taf:servic:v:29:y:2009:i:10:p:1397-1411
    DOI: 10.1080/02642060903026288
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