| Abstract | Pijenje alkohola jedan je od najvećih javnozdravstvenih problema kod adolescenata. Učestala konzumacija može prouzročiti kratkoročne i dugoročne posljedice. Hrvatski adolescenti su u samom europskom vrhu kada je u pitanju njegova konzumacija (ESPAD, 2020). Teorija planiranog ponašanja (Ajzen, 1985), TPP (engl. Theory of Planned Behavior, TPB) se često koristi u objašnjenju rizičnog ponašanja pa tako i konzumacije alkohola u adolescenciji. Ona objašnjava vezu između uvjerenja i ponašanja i ukazuje na to da su uvjerenja u osnovi tri konstrukta: stavova, subjektivnih normi i percipirane kontrole ponašanja. Ovi konstrukti djeluju na namjeru, koja pak ima neposredni utjecaj na samo izvođenje ponašanja (Ajzen, 1991). Međutim i stavovi prema reklamama za alkoholna pića mogu biti indikator namjere pijenja te same konzumacije alkohola, osobito kada je riječ o djeci i adolescentima. Istraživanja pokazuju da su djeca kojima se sviđaju reklame za alkoholna pića sklonija u budućnosti češće piti, te imaju veću namjeru pijenja u odrasloj dobi (Grenard i sur., 2013; Chen, Grube, Bersamin, Waiters i Keefe, 2005). Brojne teorije medija, objašnjavaju potencijalne uzroke ove veze. Stoga je cilj ovog istraživanja istražiti doprinos elemenata teorije planiranog ponašanja: stavova o pijenju, subjektivnih normi i percipirane kontrole kao i percepcije reklama za pivo u objašnjenju namjere, odnosno pijenja alkohola kod adolescenata.
U istraživanju je sudjelovalo ukupno 874 učenika iz 9 dubrovačkih srednjih škola. Obrađen je uzorak od 789 učenika, koji su ispunili oba korištena upitnika. Uključeno je 48% muških i 52% ženskih sudionika, u dobi od 15 do 18 godina.
Istraživanje je provedeno u dvije vremenske točke. U prvom mjerenju su korišteni su sociodemografski upitnik, upitnik o stavovima, subjektivnim normama i percipiranoj kontroli (O'Callaghan i sur., 1997; Wall i sur, 1998) te upitnik o percepciji reklama za pivo. Nakon 30 dana, ispitana je učestalost konzumacije alkohola između dva mjerenja.
Rezultati su pokazali da je čak 92% sudionika probalo alkohol. Adolescenti se razliku prema spolu i tipu škole u učestalosti prve konzumacije alkohola, kao i vrste alkohola koju su probali. Pritom je veći postotak muških sudionika koji su konzumirali pivo i vino te koji su se napili piva do stanja omamljenosti. Također, više učenika iz strukovnih škola nego
gimnazijalaca je već konzumiralo pivo i vino. Pijenje i namjera pijenja su međusobno visoko pozitivno povezani. Percepcija reklama za pivo, stavovi o pijenju, subjektivne norme i percipirana kontrola su se pokazali značajnim prediktorima namjere pijenja kod adolescenata, a namjera pijenja je značajan parcijalni medijator veze između sva četiri navedena prediktora i same konzumacije alkohola kod adolescenata.
Percepcija reklama za pivo, stavovi o pijenju, subjektivne norme i percipirana kontrola dobro predviđaju namjeru pijenja i pijenje alkohola kod adolescenata. Nalazi ukazuju na neke od važnih faktora koji stoje iza razmjerno visoke konzumacije alkohola u adolescentskoj dobi i time pružaju informaciju o područjima na kojima je moguće raditi kako bi se ta konzumacija reducirala. |
| Abstract (english) | Alcohol consumption among adolescents is one of the largest public health problems. Frequent consumption can cause short-term and long-term consequences. Number of Croatian adolescents drinking alcohol is among highest in Europe. Theory of planned behavior (TPP, Ajzen, 1985) is often used to explain risk behaviors and alcohol consumption among adolescents. This theory explains the relationship between beliefs and behavior. It points out 3 constructs that are in the background of common beliefs: attitudes, subjective norms, and perceived control of behavior. These constructs affect intention, which affects behavior (Ajzen, 1991). Furthermore, attitudes towards alcohol advertisements can also be an indicator of the intention to drink and drinking itself, especially when it comes to children and adolescents. Some studies pointed out that children which liked alcohol advertisements tend to drink more in the future, and have higher intention to drink alcohol in later age (Grenard i sur., 2013; Chen, Grube, Bersamin, Waiters i Keefe, 2005). Numerous theories are trying to explain causes for such a correlation. Therefore, the aim of this research is to investigate the role of attitudes about drinking, subjective norms and perceived control (as aspects of theory of planned behavior) as well as the perception of beer advertisements in explaining the intention to drink alcohol, and drinking itself among adolescents.
Study included a total of 874 students from 9 Dubrovnik high schools. 789 participants finished both applied questionaries. Among them there was 48% of males and 52% of females, all between 15 and 18 years of age.
Research was conducted in two points in time. In first one, a sociodemographic questionnaire, a questionnaire about attitudes, subjective norms and perceived control (O'Callaghan et al., 1997; Wall et al., 1998), and a questionnaire about the perception of beer advertisements were used. After 30 days, the frequency of alcohol consumption between two questionaries was examined.
The results indicate that as many as 92% of participants tried alcohol. We found differences in alcohol consumtion and drink of choice when it comes to gender and the type of school. Male participants were drinking more beer and wine, and had higher prevalence of getting drunk than female participants. Furthermore, students from vocational schools also drank more than students from gymnasium high schools. High, positive correlation was found between drinking and intention to drink. Perception of beer advertisements, attitudes about drinking, subjective norms and perceived control have been shown to be a significant
predictors of drinking intention, while intention proved to be a significant partial mediator of the relationship between all four predictors and alcohol consumption among adolescents.
The perception of beer advertisements, attitudes about drinking, subjective norms, and perceived control are significant predictors of intention to drink and drinking alcohol in adolescents. These findings point at some of the important factors behind high alcohol consumption in adolescence, and thus provide an information about what to focus on in order to reduce prevalence of adolescent drinking problems. |
