|Appears in Collections:||Faculty of Health Sciences and Sport eTheses|
|Title:||The role of alcohol packaging as a marketing and social marketing tool: A mixed methods study in the United Kingdom|
Purves, Richard I
Alcohol health warnings
|Publisher:||University of Stirling|
|Citation:||Jones, D., Moodie, C., Purves, R. I., Fitzgerald, N., & Crockett, R. (2021). Health information, messaging and warnings on alcohol packaging: A focus group study with young adult drinkers in Scotland. Addiction Research and Theory, 29(6), 469–478. doi: 10.1080/16066359.2021.1884229|
Jones, D., Moodie, C., Purves, R. I., Fitzgerald, N., & Crockett, R. (2022). Alcohol packaging as a promotional tool: A focus group study with young adult drinkers in Scotland. Journal of Studies on Alcohol and Drugs, 83(4), 565–573. doi: 10.15288/jsad.2022.83.565
Jones, D., Moodie, C., Purves, R. I., Fitzgerald, N., & Crockett, R. (2022). The role of alcohol packaging as a health communications tool: An online cross-sectional survey and experiment with young adult drinkers in the United Kingdom. Drug and Alcohol Review, 41(5), 1206–1215.doi: 10.1111/dar.13469
Jones, D., Moodie, C., Purves, R. I., Fitzgerald, N., & Crockett, R. (2021). Health information, messaging and warnings on alcohol packaging: A focus group study with young adult drinkers in Scotland. Key findings report for Alcohol Focus Scotland. https://www.alcohol-focus-scotland.org.uk/media/440068/jones-et-al-2021-focus-group-labelling-research-report.pdf
Jones, D. (2022). Alcohol packaging could have an important role in delivering health messaging. Alcohol Health Alliance UK. https://ahauk.org/alcohol-packaging-could-have-an-important-role-in-delivering-health-messaging
Jones, D. (2021). Current alcohol labelling of little relevance to young adult drinkers. Alcohol Focus Scotland. https://www.alcohol-focus-scotland.org.uk/news/current-alcohol-labelling-of-little-relevance-to-young-adult-drinkers
|Abstract:||Background: Alcohol packaging is an important marketing communications tool and can be used to deliver alcohol-related health information. This thesis had two main aims: 1) to explore how alcohol companies use packaging as a promotional tool and its impact on young adult drinkers; 2) to explore how young adult drinkers engage with the health-related information, messaging and warnings currently on packaging, their support for displaying health-related information, messaging and warnings on packaging, and their response to a range of novel, on-pack health warnings. Methods: A mixed methods design was used with three interlinked studies. First, six years of trade press magazines (n=696) in the United Kingdom (UK) covering a 10-year period (2008–2017) were reviewed to explore the role of alcohol packaging as a marketing tool. Second, eight focus groups with 18–35 year-old current drinkers (n=50) in Scotland were conducted to explore perceptions of, and engagement with, current packaging from marketing and social marketing perspectives, and reactions to novel on-pack health warnings. Third, a cross-sectional online survey and experiment with 18–35 year-old current drinkers (n=1,360) in the UK was conducted to examine the role of alcohol packaging as a tool for promotion and health messaging. Findings: The mixed methods findings indicate that alcohol packaging is a powerful, multifunctional marketing vehicle, used by companies to target consumer profiles (e.g. young adults, females); capture attention; create appeal; encourage product trial and purchase; and, ultimately, increase revenue. Most participants engaged with, and were influenced by, alcohol packaging as a promotional tool. Furthermore, alcohol packaging has significant potential to deliver health messaging, increase awareness of harms, and counteract the appeal of alcohol products. Conclusion: Alcohol packaging is a multifaceted marketing tool and could be an effective means of communicating alcohol-related health information, potentially supporting a reduction in consumption and related harms.|
|Type:||Thesis or Dissertation|
|PhD thesis, Daniel Jones, 31-03-2022.pdf||5.03 MB||Adobe PDF||Under Embargo until 2025-01-01 Request a copy|
Note: If any of the files in this item are currently embargoed, you can request a copy directly from the author by clicking the padlock icon above. However, this facility is dependent on the depositor still being contactable at their original email address.
This item is protected by original copyright
Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.
The metadata of the records in the Repository are available under the CC0 public domain dedication: No Rights Reserved https://creativecommons.org/publicdomain/zero/1.0/
If you believe that any material held in STORRE infringes copyright, please contact firstname.lastname@example.org providing details and we will remove the Work from public display in STORRE and investigate your claim.