The influence of consumer Socialization agents and personal attitude in the consumption of alcohol among youth in South Africa

Purpose This paper aims to estimate the effects of three socialization agents in the form of advertising exposure, parental influence and peer influence and effects of personal attitude on youth alcohol consumption behaviour in South Africa. Design/methodology/approach A structural equation model was used to test the proposed conceptual model of four hypotheses based on the validated survey data gathered from 300 youth in Johannesburg, South...