Social aspects of alcohol consumption in poland : an investigation into students’ perceptions

Social aspects of alcohol

consumption in Poland

An investigation into students’ perceptions

Krzysztof Kubacki

School of Economic and Management Studies,

University of Keele, Keele, UK

Dariusz Siemieniako

Katedra Marketingu i Przedsie˛biorczos´ci, Faculty of Management,

Białystok Technical University, Białystok, Poland, and

Heather Skinner

Business School, University of Glamorgan, Pontypridd, UK

Abstract

Purpose – Underpinning this research is an acknowledgement of the increasing attention paid to the

social issues raised by young peoples’ alcohol consumption. Although earlier research has identified a

number of factors contributing to alcohol-related problems in Poland, only a handful of studies

attempted to better understand drinking patterns and their influence on alcohol consumption amongst

Polish people. Therefore, this paper aims to explore the roles alcohol plays in the life of young people

in Poland.

Design/methodology/approach – All the data are collected on a university campus in Poland in

late autumn 2007 from a group of ten university students. The research is conducted in three phases,

using two research methods: focus groups and diaries. Purposive sample is used to establish two focus

groups (Phases 1 and 3) each of which meet on two occasions, three weeks apart. In the first two week

period between each focus group, respondents are asked to keep private diary (Phase 2) recording

every occurrence that is, in their opinion, related to alcohol consumption.

Findings – The findings are themed around three major factors: quantity of consumed alcohol,

frequency of consumption and location of consumption. However, the strongest issue is the pressure

experienced by students around the social consumption of alcohol.

Research limitations/implications – At a time when young peoples’ alcohol consumption is

attracting increasing attention from legislators and regulators, a better understanding of young

consumers’ behaviour may help government and other non-profit organisations create well-informed

regulations, policies or educational programmes.

Originality/value – Although there is significant amount of research into detrimental effects of

excessive alcohol consumption on physical and psychological health of people in Poland, little research

goes into wider social issues or beyond the most visible biological consequences of drinking as

anti-social behaviour.

Keywords Alcoholic drinks, Consumption, Students, Poland

Paper type Research paper

Introduction

Despite one of the strictest alcohol regimes in Europe, the State Agency for the

Prevention of Alcohol-Related Problems (PARPA) estimates that in Poland, a country

of nearly 40 million inhabitants, there are currently about 700,000 alcoholics and about

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Social aspects

of alcohol

consumption

133

Worldwide Hospitality and Tourism

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Vol. 1 No. 2, 2009

pp. 133-148

q Emerald Group Publishing Limited

1755-4217

DOI 10.1108/17554210910962512