The First International & 4th National Congress on health Education & Promotion, 2011

Predicting Factors influencing on alcohol consumption among Hamedan university students According to Prototype /Willingness Model
saeed Bashirian, Majid Barati, Dr Hamid allahverdipour
Background & Aim: There is widespread concern about the health and social consequences of alcohol consumption among college students. Increased alcohol consumption by college students can result in harmful physical, behavioral and social consequences, including aggressiveness, poor academic performance, to vandalism, and even death. It is therefore important to identify aspects and related factors of alcohol consumption among college students; thus, this study used the Prototype/Willingness Model (PWM) to examine factors related to onset of drinking. Material and Method: This descriptive-analytical study was carried out on 400 college students of Hamedan which were recruited with a stratified sampling method. The data-gathering tool consisted of a questionnaire based on the PWM, assessed the variables of attitudes, subjective norms, intention, prototype and behavioral willingness. Subjects’ demographic variables such as age, sex, education level and status of dwelling were also recorded. Results: The subjects reported 50%, 47%, 35%, 49% and 44% of receivable scores of knowledge, attitude, subjective norm, prototype and behavioral willingness, respectively. Among our sample, 19.3% indicated that they did drink alcohol in the past. Intention versus behavioral willingness was better predictor for alcohol consumption; also, there was statistically significant correlation between alcohol consumption among student and sex, their status of dwelling and smoking and drug abuse experiences with each other at 0.05 levels. Conclusion: Results demonstrated the unique importance of the reasoned intention path in which attitudes and subjective norms are antecedents of behavioral intention when examining drinking behavior among college students, also results suggest that a dual-process model approach that targets both intentions and willingness can be more successful than either approach alone.
alcohol consumption, Prototype/Willingness Model, Students
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