title: A motivation-based explanatory model of street drinking among young people.
abstract: This social marketing study focuses on street drinking behavior among young people. The objective is to divide the market of young people who engage in this activity into segments according to their motivations. For the three segments identified, a behavior model is created using the beliefs, attitudes, behavior, and social belonging of young people who engage in street drinking. The methodology used individual questionnaires filled in by a representative sample of young people. The results show that the behavior model follows the sequence of attitudes-beliefs-behavior and that social belonging influences these three variables. Similarly, differences are observed in the behavior model depending on the segment individuals belong to.
authors: a Facultad de Economía, Empresa y Turismo , Universidad de Las Palmas de Gran Canaria, Las Palmas de Gran Canaria , Spain.
authors: Josefa D
authors: JD
authors: Martín-Santana
authors: Asunción
authors: A
authors: Beerli-Palacio
authors: Margarita
authors: M
authors: Fernández-Monroy
mesh_terms: D000293:Adolescent; D000328:Adult; D000428:Alcohol Drinking; D005260:Female; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D008297:Male; D009042:Motivation; D012919:Social Behavior; D040241:Social Marketing
keywords: Social marketing; consumer behavior; market segmentation; motivation; street drinking