Abstract
The major trend in modern societies is towards encouragement of the reduction of alcohol use; however, this is not always in line with the various contexts and occasions. Individual factors may present rather non-homogeneous groups that often exert totally opposite influence on the intention to purchase alcohol. This research aims to examine the phenomenon of adult intention to purchase alcohol in Lithuania as a country in transition influenced by an individual’s health-consciousness, self-efficacy and religion importance. The nature of these factors is very different; their essence may lie in a rather individualistic concern about personal health, or can be linked with rather distant, but strong personal beliefs, priorities or lifestyles. Therefore, this research aimed to explore these effects. A total of 487 completed questionnaires were collected to perform the research. The findings reveal that health consciousness and religion importance have a significant influence on alcohol purchase intention among adults. However, self-efficacy proved to be of low influence.
Highlights
Bahmani-Oskooee & Kutan (2008) claim that Eastern Europe countries such as the Czech Republic, Estonia, Hungary, Latvia, Lithuania, Poland, the Slovak Republic are examples of emerging European economies
Most studies that attempted to understand alcohol purchase and drinking phenomenon were done on younger age populations
This research used data from consumers of a myriad of ages, bringing additional light to the complexity of consumer behavior related to alcohol
Summary
Bahmani-Oskooee & Kutan (2008) claim that Eastern Europe countries such as the Czech Republic, Estonia, Hungary, Latvia, Lithuania, Poland, the Slovak Republic are examples of emerging European economies. The transition is followed by changes in the legal system and significant transformation of existing institutions. Under such circumstances citizens of countries in transition often face instability of living standards, future uncertainty, increased rates of unemployment and poverty. There are constant attempts to reduce alcohol consumption in Lithuania by setting alcohol selling time regulations, restricting and banning alcohol advertisement, changing taxation. According to Statistics Lithuania, despite all efforts, no essential changes in alcohol consumption were reported. The consumption of alcohol per capita steadily increased (Figure 1). During the period from 1990 to 2010 the amount of alcohol consumed in Lithuania per capita doubled (Klumbiene et al, 2012)
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