Table of Contents

Social Marketing and Behaviour Change

Social Marketing and Behaviour Change

Models, Theory and Applications

Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen

This book provides a concise overview of the behaviour change models that are relevant to social marketing in order to assist academics and practitioners in social marketing program development. The book features a review and analysis of the most validated models of behaviour change, together with a number of case studies from international researchers that illustrate these models in practice. The models covered include cognitive, conative, affective, social-cultural and multi-theory models, consumer behavior decision models and social change models.

Chapter 10: Case study: Hello Sunday Morning! – towards ‘practices’ of responsible drinking

Marie-Louise Fry

Subjects: business and management, marketing, politics and public policy, public policy


While Australian alcohol consumption continues to remain high by world standards (World Health Organization, 2011), recent national statistics show a polarization in drinking patterns. Australians overall are drinking less in 2010 as compared with 2007 and young Australians, particularly those under the legal drinking age, are choosing to delay onset of their first alcoholic beverage (Australian Institute of Health and Welfare [AIHW], 2011b). Nonetheless, these positive trends are accompanied by continued high levels of sessional consumption. The number of Australians consuming alcohol in risky quantities has increased from 3.5 million in 2007 to 3.7 million in 2010, with one in three 18–29-year-olds more likely than other age categories to drink at risky levels regularly (AIHW, 2011c). Male risky drinking outnumbers that of females (i.e., more than two standard drinks a day), however, risky drinking behaviour among young adult females is trending upwards (ibid.). Consequently, alcohol consumption among Australians, particularly young adults, remains a key concern for public health, policy-makers and researchers. Extant literature discusses the problematic associations of binge drinking, the normalized practices around heavy drinking, and the extent to which binge drinking is prioritized as a consumption experience among young adults (Lyons and Willott, 2008; Szmigin et al., 2008; Hutton, 2012). Less well understood within the alcohol research domain are the contexts and consequences that influence young adult preferences for drinking responsibly. Critically, little attention has been directed towards understanding how individuals transition from risky drinking to responsible levels of consumption.

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