Exploring Social Influences on Alcohol Consumption: An Analysis of Social Context and Perceived Social Norms among Students from the Netherlands

Generally, alcohol consumption among students is a prevalent and current problem, especially in European countries. Hence, investigating reasons and triggers why drinking occurs at that stage of development is of high interest to further develop interventions. The present study examined the relationships between social context and perceived social norms on alcohol usage among students aged between 18 and 25 in the Netherlands. This research used the method of experience sampling, wherein each participant received two questionnaires daily over one week about their alcohol consumption and reasons for it. A qualitative analysis showed that the social drinking context was characterized by a high presence of social contacts. The own home was most frequently stated as a drinking environment. Bars and parties were highly prevalent as well, these are typical places with a high number of contacts. In addition, in about 50 % of the answers, using alcohol with friends was mentioned. Moreover, in this sample a significant relationship was found between participants’ self-reported and perceived peer drinking behaviour, regarding the decision to drink as well as the number of drinks. Lastly, the perception of a high influence of peers significantly impacted participants decision to drink, the number of drinks were not impacted.