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  • The role of desire in understanding intentions to drink responsibly: An application of the Model of Goal-Directed Behaviour

    Author(s)
    Fry, ML
    Drennan, J
    Previte, J
    White, A
    Tjondronegoro, D
    Griffith University Author(s)
    Fry, Marie-Louise
    Tjondronegoro, Dian W.
    Year published
    2014
    Metadata
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    Abstract
    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 ...
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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.
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    Journal Title
    Journal of Marketing Management
    Volume
    30
    Issue
    5-6
    DOI
    https://doi.org/10.1080/0267257X.2013.875931
    Subject
    Marketing not elsewhere classified
    Business and Management
    Commercial Services
    Marketing
    Publication URI
    http://hdl.handle.net/10072/63342
    Collection
    • Journal articles

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