Alcohol consumption is prevalent among college students and can lead to a variety of alcohol-related consequences. Personality traits, and environmental, cognitive, and social factors can all influence alcohol use and alcohol-related problems. In addition, there is growing evidence that culture and society may also alcohol influence drinking and related adverse effects. The two primary components of cultural orientation that may influence drinking behaviors are individualism and collectivism. This study examines the effect of individualism and collectivist attitudes on alcohol use and alcohol-related negative consequences among college students.
The study’s sample consisted of 4,093 college students from USA, Canada, Spain, England, Argentina, Uruguay, and South Africa who completed an online survey. The survey assessed past month alcohol use, past month alcohol-related problems, and drinking motives (social, coping, enhancement, and conformity). Cultural attitudes were evaluated using the Vertical and Horizontal Individualism and Collectivism Scale. Data was analyzed using Pearson’s correlations and a path analysis.
Results of the data analysis showed that social motives significantly mediated the relationship between vertical individualism (VI) and vertical collectivism (VC) and alcohol consumption and related negative effects. All of the components of cultural orientation except horizontal collectivism (HC) were positively associated with alcohol use and alcohol associated negative consequences through coping motives. Enhancement motives significantly mediated the association of VI and alcohol use and related problems. Lastly, VI and VC were negatively associated with alcohol use but positively associated with alcohol related problems through conformity motives. HC and horizontal individualism (HI) were positively associated with alcohol use but negatively associated with alcohol related problems through conformity motives. Results were invariant across countries except the association between VI and conformity motives was non-significant in Spain and South American and the association between HC and conformity was non-significant in Canada and South America.
Takeaway: Cultural orientation may affect alcohol use and alcohol-related negative consequences through various drinking motives among college students.