How social norms affect alcohol dependence: the mediating role of perceived benefits and alcohol identity

Purpose Although the association between social norms and alcohol dependence has been noted, how social norms cause alcohol dependence remains unclear. This study thus investigated how social norms affect the perceived benefits of drinking and alcohol identity, which in turn affect alcohol dependence. Design/methodology/approach Convenience sampling was used, and 452 valid questionnaires were collected from alcohol (specifically, beer) consumers over the age of 18; answers were analyzed through structural equation modeling. Findings Social norms positively affected the perceived benefits of drinking and alcohol identity; alcohol identity positively affected alcohol dependence; moreover, alcohol identity fully mediated the effects of social norms and the perceived benefits of drinking on alcohol dependence. Originality/value How social norms affect alcohol dependence has rarely been studied; thus, the present study has value for integrating the findings in the lines of research on social norms and alcohol dependence. Based on the study results, the authors recommend that policies aimed at discouraging alcohol dependence should focus on mitigating the social pressure to drink and the perceived benefits of drinking as well as labeling others as drinkers.