Abstract

Drinking alcohol is highly situational and depends in part on place. This research takes an interpretivist approach to explore different social and physical aspects of place that enable or inhibit young adults’ alcohol consumption journeys. In 14 asynchronous online forums, 47 Australian consumers aged 15–24 recalled a time when they drank too much and another when they chose to drink less. Starting with an inductive approach and moving to abductive reasoning, established qualitative techniques of categorisation, abstraction, dimensionalisation and comparison were used to interrogate the data. Results link moderate drinking to ‘smooth’ journeys typically occurring in single locations with more reserved, respectful and calm atmospheres. Heavy drinking tends to generate ‘sticky’ difficult and unpleasant journeys that escalate with movement between multiple places in heightened, uncontrolled and fuelled atmospheres. Detailing alcohol journeys and identifying drinking triggers assist consumers, retailers, and policymakers in encouraging responsible consumption, thus increasing health and societal benefits.

RAS ID

82118

Document Type

Journal Article

Date of Publication

1-1-2025

Volume

41

Issue

7-8

Funding Information

Momento Hospitality (9201701383)

School

School of Business and Law

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Publisher

Taylor & Francis

Identifier

Steve D’ Alessandro: https://orcid.org/0000-0001-7480-232X

Comments

Gellatly, L. J., Webster, C. M., Carter, L., & D’Alessandro, S. (2025). Place in young adults’ alcohol journeys. Journal of Marketing Management, 41(7-8), 643-666. https://doi.org/10.1080/0267257X.2025.2510942

Download

Included in

Psychology Commons

Share

 
COinS
 

Link to publisher version (DOI)

10.1080/0267257X.2025.2510942