Abstract
Binge drinking is a social behaviour that has become a social problem globally as it
negatively impacts not only the individual who engages in it but the society as well. In
South Africa, this problematic behaviour is most prevalent among the youth. Due to its
toxic effects on body tissue, binge drinking has been linked to numerous diseases
including liver cirrhosis, different types of cancers as well as foetal alcohol spectrum
disorder. Binge drinking also predisposes people to risky behaviours such as drink
driving and engaging in unprotected sex which can result in accidents causing
disability and premature death as well as exposure to sexually transmitted diseases.
Education and regulatory interventions have been implemented in South Africa to try
and curb binge drinking, however, the problem still persists and is forecasted to
escalate further. There is urgent need to understand binge drinking behaviour and how
it can be curtailed. This study developed an integrated conceptual model from a social
marketing perspective to understand the antecedents of quitting binge drinking
behaviour. The proposed conceptual model drew from behaviour theories including
the theory of planned behaviour, the social cognitive theory and the transtheoretical
model to explain binge drinking quitting behaviour.
The positivist research paradigm guided the study and a quantitative approach was
followed to test the conceptual model. An online self-administered survey was used to
collect the data from a convenience sample and a total of 810 valid responses was
achieved. Descriptive statistics were used to describe frequencies, mean scores and
standard deviations. Structural equation modelling, partial least squares in particular
was used to assess the relationships hypothesised in the conceptual model. Group
difference analysis for the stages of change was conducted using analysis of variance.
The findings showed that a positive decisional balance, descriptive norms, injunctive
norms and self-efficacy significantly influenced intention to quit. The intention to quit
and self-efficacy variables significantly and positively influenced actual behaviour of
quitting. Perceived controllability did not significantly and positively influence intention
to quit nor actual behaviour. Significant differences were also found at the different
stages of change for all the predictor variables...