An Investigation of Young Consumers Alcohol Consumption: an Irish Perspective

This study focuses on alcohol consumption in Ireland. The aim of this research is to investigate how young Irish consumers use alcohol in their endeavour to construct a coherent social identity within a culture of excessive alcohol consumption. The research also investigates the socialisation process that works to encourage this apparent excessive consumption. Essentially, the research focuses on exploring the ways in which social values and attitudes with respect to alcohol consumption are fashioned, sustained and expressed through the process of socialisation. In addition, the research focuses on gaining a greater understanding of how individuals resolve the tension that exists between the desire to achieve social inclusion through conforming to group norms that promote consumption versus the desire to retain an element of agency or control over one”s own consumption behaviour. The research also aims to identify a number of public policy recommendations that can contribute in a meaningful way to future social policy formation.