Alcohol and climate change: a social marketing perspective
アルコールと気候変動：ソーシャルマーケティングの視点から (AI 翻訳)
D. Scott Borden
🤖 gxceed AI 要約
日本語
本研究は、気候変動への関心を活用してアルコール消費削減の機会を理解することを目的としている。国際大学の学生233名を調査し、クラスター分析とフォーカスグループを実施。結果、83%の参加者がアルコールと気候影響の関連性をほとんど考えておらず、4つのクラスターが特定された。炭素税が最も効果的な介入として認識された。
English
This study explores opportunities to reduce alcohol consumption by leveraging climate change concern through social marketing. Surveying 233 university students with cluster analysis and focus groups, it finds 83% rarely consider the alcohol-climate link. Four clusters emerged, and carbon taxes were identified as the most effective intervention overall.
Unofficial AI-generated summary based on the public title and abstract. Not an official translation.
📝 gxceed 編集解説 — Why this matters
日本のGX文脈において
日本ではアルコール消費と気候変動の関連についての認知が低い可能性があり、本調査の手法や介入提案は日本の大学や自治体での普及啓発に応用できる。ただし、日本のGX政策（SSBJ等）との直接的な関連は弱い。
In the global GX context
While alcohol's lifecycle contributes to greenhouse gas emissions, public awareness is low globally. This study offers a novel social marketing approach that could inform behavioral interventions in climate communication, though it does not directly address corporate disclosure or transition finance.
👥 読者別の含意
🔬研究者:This paper provides a behavioral segmentation framework for studying the alcohol-climate link, which could be extended to other consumption behaviors.
🏢実務担当者:Social marketers and sustainability teams in universities or NGOs can use the 4Ps interventions and carbon tax insights to design awareness campaigns.
📄 Abstract（原文）
Purpose This study aims to understand opportunities for reducing alcohol consumption through leveraging concern for climate change using social marketing frameworks. Design/methodology/approach The study surveyed 233 randomly selected students at an international university, applying cluster analysis and subsequent focus groups. Marketing mix (4Ps) interventions, designed through protective behavioral strategies, were developed and examined with each cluster. Findings Results show that 83% of participants never or rarely consider the connection between alcohol consumption and climate impacts. Four clusters emerged, reflecting diverse orientations toward climate concern and sobriety curiosity. Awareness campaigns based on lifestyles were reported as potentially effective across three of the four clusters, while carbon taxes were identified as the most effective intervention overall. Novel terminology arising from the research, including “abstainability” and “eco-numbing,” is also presented and described. Practical implications The findings of this study suggest potential opportunities for the participating university to explore approaches to reducing drinking behavior by leveraging climate change concern. Additionally, the reported product, price, place and promotion interventions and new terminology may assist practitioners and scholars of alcohol reduction efforts. Originality/value While the lifecycle of alcohol contributes substantially to greenhouse gas emissions, there is low public awareness of this connection. Consequently, the intersection of alcohol consumption and climate change represents an underexplored domain and has not previously been examined through a social marketing lens.
🔗 Provenance — このレコードを発見したソース
- openalex https://doi.org/10.1108/jsocm-01-2026-0021first seen 2026-07-02 05:16:05
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