Risk Factors for Hazardous Drinking Based on Gender and Age Groups in Korean Society - Focusing on the Factors of Alcohol Brand Character Marketing

Background and purpose

Hazardous drinking and its related problems are linked to various diseases and social issues. However, in Korean society, the high-risk alcohol among adults has steadily increased due to high accessibility to alcohol and permissive culture. Notably, it is crucial to note the continuous increase in high-risk drinking rates among young women in Korean society. However, research and prevention policies on alcohol drinking have historically paid relatively less attention to young women. Furthermore, increasingly vigorous alcohol advertising and marketing, unlike in the past, has been reported as a representative environmental factor that can promote hazardous drinking. Therefore, this study examined hazardous drinking risk factors based on gender and age groups in Korean society, including variables related to alcohol brand marketing.

Methods

The data is a large-scale nationwide sample using census data from the Ministry of the Interior and Safety. The sample was extracted by proportional allocation based on age, gender, and region. Among the total number, the study selected 2,995 respondents who answered "Yes" to the question, "Have you consumed alcohol in the past 12 months?". Exposure to alcohol brand character marketing and its preference, psychological factors, and socio-economic status were included as independent variables. Hazardous drinking, a dependent variable, was measured with the Korean version of the Alcohol Use Disorders Identification Test. If the AUDIT-K score exceeds 10 points for males and 8 points for females, it is classified as hazardous drinking. Logistic regression analysis was conducted separately for genders and age groups using SPSS 27.0.

Results

In the 20-30 age group, females (75.1%) exhibited a higher hazardous drinking rate than males (67.2%), indicating a decreasing gender gap. In the case of men and women across all age groups, alcohol brand character preferences and levels of depression emerged as risk factors for hazardous drinking. A unique characteristic observed among women aged 20-30 was a 15% increase in the probability of hazardous drinking with higher exposure to alcohol brand character marketing.

Conclusion

The research findings confirmed that risk factors for hazardous drinking vary depending on gender and age. It was observed that in Korea, where alcohol companies engage in various direct and indirect marketing activities, exposure to alcohol brand marketing and preferences should be considered as significant risk factors. The results highlighted the necessity of focusing on the hazardous drinking rates among women aged 20-30. As women's societal involvement has increased, the prevalence of their hazardous drinking also increased. This trend is associated with the perception of alcohol as an essential aspect of social life in Korea. Furthermore, individuals aged 20-30 may face challenges in refusing to drink since they are in early career positions. Therefore, amidst the increasing participation of women in economic activities, continued attention to the drinking patterns and resulting problems among women aged 20-30 is needed. It is particularly noteworthy that exposure to alcohol brand character marketing led to hazardous drinking only in women aged 20-30. Therefore, when formulating policies and interventions to reduce alcohol-related harms, it is important to consider age and gender.