ADVERTISING EXPOSURE AND YOUTHS ALCOHOL CONSUMPTION BEHAVIOUR IN SOUTHERN NIGERIA: A SOCIO- ECOLOGICAL PERSPECTIVE

Abstract

 This work concerns exposure to alcohol advertising and youth consumption behaviour and the role of socio-ecological factors on youth in two states located in the southern part of Nigeria representing two geo political regions in southern Nigeria. The population of the study was the university students; and to achieve this objective, survey research was employed on a statistical determined sample of 300 respondents drawn from four universities in Anambra and Edo States. Questionnaire was used to collect primary data from the students and the questions range from dichotomous to multiple choice and to scaled questions. Advertising was used as the independent variables; alcohol consumption behaviour was the dependent variable while the five socio-ecological variables: income, age, tribe, religion and family served as the control variables. Multiple Regression Analysis (MRA) was used to analyse the hypothesis with the aid of SPSS 25. The finding of this study established that exposure to alcohol advertising does not significantly and positively affect youth alcohol consumption behaviour. The analysis found out that while family and religion have statistically significant impact on youth alcohol consumption, peer group, tribe and monthly income were not significant. Conclusions and recommendations were drawn based on these findings while practical implications as well as implications for further study were discussed.