Project Abstract

Abstract
Alcohol consumption among youth is a significant public health concern, with peer influence playing a crucial role in shaping drinking behaviors. This research project aims to investigate the impact of peer influence on alcohol consumption among youth, focusing on the underlying mechanisms and potential interventions. The study will utilize a mixed-methods approach, combining survey data collection with in-depth interviews to provide a comprehensive understanding of the dynamics at play. The quantitative component will involve surveying a sample of youth to assess their alcohol consumption patterns, peer relationships, and perceived peer influence on drinking behaviors. Statistical analysis will be conducted to identify correlations between peer influence and alcohol consumption, taking into account demographic variables and other potential confounders. The findings will shed light on the extent to which peer influence predicts alcohol consumption among youth and the specific contexts in which this influence is most pronounced. Complementing the survey data, qualitative interviews will be conducted with a subset of participants to delve deeper into the subjective experiences of peer influence. Participants will be asked about their social networks, peer interactions related to alcohol, and strategies for resisting unwanted influence. Thematic analysis will be employed to identify common themes and variations in how peer influence operates among youth, providing rich insights into the mechanisms underlying alcohol consumption decisions. The integration of quantitative and qualitative data will allow for a comprehensive understanding of the complexities surrounding peer influence and alcohol consumption among youth. By triangulating findings from multiple sources, this research project aims to offer nuanced insights that can inform targeted interventions and prevention strategies. Understanding the mechanisms through which peer influence impacts youth drinking behaviors is crucial for developing effective programs that promote healthy decision-making and reduce alcohol-related harm. Overall, this research project seeks to contribute to the existing literature on peer influence and alcohol consumption among youth, bridging gaps in knowledge and offering practical implications for public health policy and practice. By elucidating the dynamics of peer influence in the context of alcohol consumption, this study aims to empower youth to make informed choices and create supportive environments that foster positive social norms around drinking behaviors.

Project Overview

INTRODUCTION

BACKGROUND OF STUDY

When children move out from the family to child care centres, school, and the community at large, they begin to form attachments, and friendships emerge through their play. Even infants and toddlers are observed reacting to other in young people in their adolescence join different peer groups and identify themselves with these groups by participating in their activities in order not to be rejected. A peer group is a source of great influence during the time of adolescence (Chauhan, 2007). In a contemporary society, peer groups have become an increasingly important context in which adolescents spend time. Modernization has led more and more to age segregation-in schools, work place, and in the community. How much time one spends with friends will play a great part in the development of the adolescent into the mature adult (Barbour, Barbour & Scully 2002). As children grow older from the age of 12 years onwards, the importance of parents decreases as a reference group and as a model for conformity and they begin to relate more with their age mates. Although parental influence is important for some young people than for others, peer influence is a more dominant factor for many teenagers (Carter & McGoldrick, 2005).Peer groups are an important influence throughout one‟s life, but they are more critical during their developmental years of adolescence. There is often a controversy about the influence of a peer group versus parental influence, particularly during adolescence. The power of the peer group becomes more important when the family relationships are not close or supportive.