Examining Women's Alcohol Consumption: The Theory of Planned Behavior and Self-Identity

Changing trends demonstrate that women, in several economically developed countries, are drinking at higher levels than ever before.

This study applied an extended Theory of Planned Behavior (TPB), including self-identity, to examine women's intentions to consume alcohol.

Women (N = 1069) aged 18-87 years, completed a questionnaire measuring their intentions to engage in binge drinking and frequent drinking. As research indicates that drinking trends are a function of age, hierarchical multiple regressions were conducted separately for four age groups (18-24, 25-34, 35-44, 45, and above).

Results supported the predictive utility of the TPB, (particularly Attitudes and Perceived Behavioral Control). Across the age groups, the final models explained between 48% and 62% of the variance in intentions to binge drink and between 33% and 51% of the variance in intentions to drink frequently. Subjective norms were significant associated with the youngest group (18-24 years) and the oldest group (45+ years). Self-identity was significantly associated with intentions to binge drink in younger women.

Implications are discussed with regard to the predictive utility of an extended TPB to include self-identity in determining women's intentions to consume alcohol. Key factors that influence women's decisions to engage in risky drinking behaviors have been underlined to inform future interventions.