The role of desire in understanding intentions to drink responsibly: An application of the Model of Goal-Directed Behaviour
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This study models young people's moderate drinking decision-making using the Model of Goal Directed Behaviour (MGB), thus presenting insights into young people's desires and intentions to drink responsibly. Testing the applicability of the Model of Goal Directed Behaviour (MGB) to quantitatively analyse responsible drinking the explanatory sphere of the MGB is extended. An online survey resulted in 1,522 completed questionnaires from respondents aged between 18-25 years. Collected data were analysed with structural equation modelling (SEM) using SPSS AMOS21 software. The key finding of this study is that an individual's desire to drink moderately is the most important predictor of young people's responsible drinking intentions. Our use of MGB provides further evidence that there is a strong distinction between consumer desires and intentions.
Journal of Marketing Management
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