Young Thai People’s Exposure to Alcohol Portrayals in Society and the Media: A Qualitative Study for Policy Implications

The role of psychosocial factors and biological sex on rural Thai adolescents' drinking intention and behaviours: A structural equation model

“…This expansion is plausible because it captures adolescents' perceived drinking norms at the larger societal level. The augmentation of PDNs is critical for rural Thai adolescents because they reside in a society where underage drinking is viewed as fashionable and a way to foster social bonds (Glomjai, 2015; Kaewpramkusol et al, 2019). In our study, the magnitude of the effect of PDNs on drinking intention was slightly higher for rural Thai adolescent males ( b = 0.539, p < .001 vs. b = 0.482, p < .001) than females.…”

“…More specifically, in rural Thai culture, alcoholic beverage consumption among young adolescents is considered to be a fashionable and pleasurable activity, as well as means of promoting social relationships (Glomjai, 2015;Kaewpramkusol et al, 2019). As a result, rural Thai adolescents tend to perceive alcohol use as a routine part of life and subsequently engage in drinking behaviours (Ursin, 2016).…”

“…One shortcoming of the TPB is its limited consideration of the individual's perceived drinking norms at the larger societal level (Armitage & Conner, 2001; Cox & Bates, 2011), particularly when drinking norms can be developed through social interactions with other environmental sources (Kantawong et al, 2022; Litt & Stock, 2011). More specifically, in rural Thai culture, alcoholic beverage consumption among young adolescents is considered to be a fashionable and pleasurable activity, as well as means of promoting social relationships (Glomjai, 2015; Kaewpramkusol et al, 2019). As a result, rural Thai adolescents tend to perceive alcohol use as a routine part of life and subsequently engage in drinking behaviours (Ursin, 2016).…”