The Effects of Offline Alcohol Advertisement Near Bus Stops and Offline Alcohol Advertisement Regulations on Alcohol Consumption Among University Students in Groningen
DOI:
https://doi.org/10.58229/jims.v1i2.62Keywords:
advertisement regulations, offline alcohol advertisement, alcohol consumptionAbstract
The European Commission has reported that the Netherlands placed first for weekly alcohol consumption of 47.3% of its population in 2019. Previous research has found how offline alcohol advertisements and offline alcohol regulations have a role in influencing alcohol consumption, especially among university students. Groningen is one of the cities in the Netherlands where one in four people is a university student. This research aims to analyze the effects of offline alcohol advertisements near bus stops, as one of the main forms of transportation for university students is the bus and the effects of offline alcohol advertisements on alcohol consumption among university students in Groningen. Offline alcohol advertisement is also categorized into three types: offline alcohol advertisement with price discounts, product advertisement, and event marketing. There has also been research on how existing offline alcohol advertisement regulations increased online advertising effectiveness. This research also did a similar experiment and saw the effect on alcohol consumption. This research used the quantitative approach, and the data was collected through questionnaires spread out to 208 university students aged 18-24 years old, currently studying in Groningen. The result showed that offline alcohol advertisements with price discounts and product advertisements near bus stops positively affected alcohol consumption among university students in Groningen. It also showed that offline alcohol advertisement regulations did not significantly affect alcohol consumption among university students in Groningen, although it surprisingly increased the online alcohol advertisement effectiveness. Therefore, it is suggested that the foundation, which is responsible for the alcohol advertisement regulations, use this data for future references of the regulations. Future research could take the sample from the Netherlands, not only in Groningen, to make it more applicable.
References
Anderson, P., & Lehto, J. (1995). Evaluation and Monitoring of Action on Alcohol. In WHO. Copenhagen: WHO. Retrieved from WHO website: https://apps.who.int/iris/handle/10665/260541
Boztas, S. (2021, June 25). Cheers! "Stunt" alcohol promotions banned from July 1. Retrieved July 11, 2023, from DutchNews.nl website: https://www.dutchnews.nl/2021/06/cheers-stunt-alcohol-promotions-banned-from-july-1/
Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Hillsdale, N.J.: L. Erlbaum Associates.
De Dienst Uitvoering Onderwijsno. (n.d.). Student travel product – DUO. Retrieved July 11, 2023, from duo.nl website: https://www.duo.nl/particulier/student-travel-product/
Dutch Advertising Code Authority. (2014). THE DUTCH ADVERTISING CODE WITH INFORMATION ABOUT THE WORKING PROCEDURES OF THE ADVERTISING CODE COMMITTEE AND THE BOARD OF APPEAL. Netherlands: Dutch Advertising Code Authority.
European Commission. One in twelve adults in the EU consumes alcohol every day. (n.d.). Retrieved from ec.europa.eu website: https://ec.europa.eu/eurostat/en/web/products-eurostat-news/-/edn-20210806-1
Goldfarb, A., & Tucker, C. (2011). Advertising Bans and the Substitutability of Online and Offline Advertising. Journal of Marketing Research, 48(2), 207–227. Retrieved from https://www.jstor.org/stable/23033426
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/ebr-11-2018-0203
Kim, S., Haley, E., & Koo, G.-Y. (2009). Comparison of the Paths From Consumer Involvement Types To Ad Responses Between Corporate Advertising And Product Advertising. Journal of Advertising, 38(3), 67–80. https://doi.org/10.2753/joa0091-3367380305
Koninkrijksrelaties, M. van B. Z. en. (2021, July 1). Alcoholwet. Retrieved May 11, 2023, from wetten.overheid.nl website: https://wetten.overheid.nl/BWBR0002458/2021-07-01
Kuo, M., Heeb, J.-L., Gmel, G., & Rehm, J. (2003). Does Price Matter? The Effect of Decreased Price on Spirits Consumption in Switzerland. Alcoholism: Clinical and Experimental Research, 27(4), 720–725. https://doi.org/10.1111/j.1530-0277.2003.tb04410.x
Martalegawa, K., Prihatini Gultom, B. V., Pramudito, F., Badri Halim, M., & Taufik, R. (2022). A Qualitative Study on Millennials Consumption Behavior of Alcohol Beverages in Jakarta, Indonesia. Indonesian Business Review, 5(2), 144–155. https://doi.org/10.21632/ibr.5.2.144-155
Martensen, A., Grønholdt, L., Bendtsen, L., & Jensen, M. J. (2007). Application of a Model for the Effectiveness of Event Marketing. Journal of Advertising Research, 47(3), 283–301. https://doi.org/10.2501/s0021849907070316
Melina, M., & Kadafi, M. A. (2018). Pengaruh Price Discount dan in-Store Display terhadap Impulse Buying pada Matahari Department Store di Samarinda. Forum Ekonomi, 19(2), 201. https://doi.org/10.29264/jfor.v19i2.2126
Mooney, C. Z., & Duval, R. D. (1993). Bootstrapping : a nonparametric approach to statistical inference. Newbury Park: Sage.
Government of the Netherlands. (2008). Media Act. Retrieved March 25, 2023, from https://www.government.nl/binaries/government/documenten/publications/2022/06/14/media-act-2008/Media+Act+2008.pdf
Nikhashemi, S., Paim, L., & Sharifi Fard, S. (2013). The Effectiveness of E-Advertisement towards Customer Purchase Intention: Malaysian Perspective. IOSR Journal of Business and Management, 10(3), 93–104.
Sinkevičius, M. (2015). ADULT ALCOHOL PURCHASE INTENTION: THE INFLUENCE OF HEALTH CONSCIOUSNESS, ATTITUDES TOWARD ALCOHOL ADVERTISING AND ALCOHOL DRINKERS. Laisvalaikio Tyrimai, 1(5), 1–10. https://doi.org/10.33607/elt.v1i5.218
Sinkevičius, M. (2016). Intention to Purchase Alcohol by Adults in the Country in Transition: the Effects of Health Consciousness, Self-efficacy and Religion Importance. Organizations and Markets in Emerging Economies, 7(2), 25–42. https://doi.org/10.15388/omee.2016.7.2.14206
STIVA. (n.d.). Over STIVA. Retrieved June 26, 2023, from STIVA website: https://stiva.nl/
Tenenhaus, M., & Vinzi, V. E. (2005). PLS regression, PLS path modeling and generalized Procrustean analysis: a combined approach for multiblock analysis. Journal of Chemometrics, 19(3), 145–153. https://doi.org/10.1002/cem.917
The Heineken Company. (2022). OUR RESPONSIBLE MARKETING CODE. Retrieved from https://www.theheinekencompany.com/sites/theheinekencompany/files/our-company/how-we-run-our-business/code-conduct/HEINEKEN-Responsible-Marketing-Code-final.pdf
Wang, E. S.-T. (2020). Hypotheses for the Reasons behind Beer Consumer's Willingness to Purchase Beer: An Expanded Theory from a Planned Behavior Perspective. Foods, 9(12), 1842. https://doi.org/10.3390/foods9121842
William. (2015). Studi Perilaku Konsumsi Alkohol Ditinjau Dari Kepribadian Big Five Pada Remaja Yang Datang Ke Clubbing. Medan: Universitas Medan Area Repository.
Wong, K. (2013). 'Partial least square structural equation modeling (PLS-SEM) techniques using SmartPLS', Marketing Bulletin, 24, pp. 1–32.
Wuyts, C. et al. (2016) Comparison of alcohol consumption in European countries, and some methodological thoughts. European Social Survey.
