Abstract
While young adults in developed markets buy less beer, beer consumption in emerging markets is increasing. More females are entering this traditionally male market. Since gender role perceptions influence consumption behaviour, the primary objective of this study was to investigate the influence of traditional masculinity and femininity (TMF) on attitudes (AT), subjective norms (SN) and perceived behavioural control (PBC) among young South African adults towards beer drinking. Data collected from 198 young adult consumers were subjected to exploratory factor analysis and multiple regression analysis. TMF had a weak influence on AT and PBC but strongly influenced SN and consumption.