The Potential Impact of Prevention & Marketing Campaigns on Alcohol Consumption: studying the factors Impacting the Alcohol Purchasing among French Generation-Z Consumers

Abstract

Alcohol consumption has long been a topic of concern due to its harmful effects on health and society, prompting numerous prevention campaigns and public health initiatives. In recent years, prevention campaigns have been used extensively to raise Alcohol consumption harmful effects among the younger generation. However, the impact of these campaigns on the intention to consume of the French Genera-tion Z remains largely unexplored. The aim of this study seeks to highlight the type of approach alcohol firms use to combine advertising and prevention campaigns and to analyze their impact on the intention to consume alcohol from the French Generation Z. This study was conducted initially by in-depth litera-ture review of the measures taken by the companies to respond to the need of prevention to limit exces-sive consumption. This empirical study was based on a survey in form of a quantitative questionnaire in order to collect numerical data from more than 100 participants. A mono-method methodology has been applied for carrying out this study. The results unveil that alcohol prevention efforts by companies were limited to government-imposed restrictions. The results reveal that young people were strongly influ-enced by the accessibility and affordability of alcohol. Furthermore, campaigns promoting awareness of the negative effects of alcohol were effective in regulating excessive consumption. However, it appears that the proposed solution of increasing prices and reducing availability could result in illegal consump-tion by some young people. The study concludes that prevention campaigns from companies’ strategies and government regulations such as increasing prices and decreasing accessibility could positively impact the consumption intention of French generation Z. The use of prevention campaigns and reducing adver-tisements that appeal to the Z generation's values is important, and implementing these measures could positively impact in reducing the alcohol consumption of future generations.