Online marketing for alcohol home delivery and alcohol purchasing behaviour: A mixed-methods study
Key Points
Marketing strategies significantly encourage increased alcohol purchasing behavior among consumers.
Current alcohol marketing practices substantially contribute to alcohol-related harms, necessitating effective policy initiatives.
This mixed-methods study combines qualitative insights and quantitative data to explore alcohol purchasing actions.
Policy initiatives are crucial in mitigating the risks associated with harmful alcohol marketing tactics.
Abstract
These findings show current marketing strategies encourage drinkers to purchase more alcohol. Strengthened policy initiatives are needed to help reduce alcohol-related harms due to marketing practices.