This study examines the theory of planned behaviour (TPB) in the context of adhering to the UK low-risk single-occasion drinking (LRSOD) guidelines. Additionally, gender differences were explored. A convenience sample of 110 female students and 107 male students provided information about their LRSOD behaviour, as well as views, attitudes and intention regarding keeping to the LRSOD limit. Results of this study show the theory of reasoned action rather than the TPB to be pertinent, accounting for 24% of the variance for the female sample and 36% for the male sample. Gender differences are evident in terms of perceived pressure from government and educational campaigns as well as perceived likelihood of positive consequences of adhering to the LRSOD guidelines. Implications of the findings are discussed.
- gender differences
- low-risk single-occasion drinking
- student population
- theory of planned behaviour
- consumer behaviour