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Let’s give it a shot! Purchasing age restricted products as a minor, a lucky strike? : research into the determinants of vendors’ (non-)compliance with legal age restrictions on alcohol, tobacco and lottery products.

Zoetman, T.S. (2015) Let’s give it a shot! Purchasing age restricted products as a minor, a lucky strike? : research into the determinants of vendors’ (non-)compliance with legal age restrictions on alcohol, tobacco and lottery products.

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Abstract:Aims The study examined the determinants of (non)-compliance to the legal age limits for the sale of alcohol, tobacco and gambling products in supermarkets. To examine these determinants a new measurement instrument for compliance was proposed. Design The instrument was formed of 17 determinants, which were based on the ‘Table of Eleven’ and other prevalent compliance relating scientific literature. After a reliability analysis, 12 constructs were consistent enough to analyze further. Setting Data was collected in the form of a survey from supermarkets in the Netherlands in the regions Twente and Amsterdam. Participants 250 supermarket vendors who work in Dutch supermarkets as cashier and/or counter employee responded to the survey. Measurements The self-reported compliance rate of the vendors; constructs relating to the ability, knowledge and motivation to comply; general characteristics of the vendors. Analysis One-sample t-tests were performed to assess the extent to which the allocated scores of the compliance factors deviated from the median value. An ANOVA test was used to analyze the differences and similarities between the three product groups. A hierarchical multiple regression analyses was conducted to examine relationships between the self-reported compliance and the factors and motivations of (non)-compliance. A Cronbach’s Alpha and correlation analysis was conducted in order to test the efficacy of the proposed framework and measurement instrument. Findings The strongest relating determinants of self-reported compliance are the ‘familiarity with rules’, ‘perceived legal basis’, ‘personal acceptance’ and ‘attitude towards norms’. The extent of influence of the determinants of compliance are similar between alcohol and tobacco and are perceived extremely high, however the compliance with age limits on gambling products is deemed of less importance, although the scores are still high. In general, the responding vendor’s state that they are able, willing and they have the knowledge to comply. Conclusions The research offers an update to the existing theory and measurement instruments regarding the determinants of compliance. In order to increase compliance rates, policymakers and supermarket management should allocate the most effort to the education of vendors to optimize the determinants ‘familiarity with rules’, ‘perceived legal basis’, ‘personal acceptance’ and ‘attitude towards norms’.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/68977
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