A pan-European analysis of drinking motives

In this paper, we will draw on data from the Coberen project to analyse drinking motives in Europe. As part of pan-European online survey data collection, respondents were asked for their favourite alcoholic and non-alcoholic drinks. For both the favourite alcoholic and the favourite non-alcoholic drinks, they then had to rate agreement with 17 statements that gave possible reasons for consuming this particular drink. The statements were the same for alcoholic and non-alcoholic drinks. The statements were developed with inspiration especially from the Schwartz (1992) value domains and the Sproles and Kendall (1986) decision-making styles dimensions. Respondents rated these items on a 4-point scale with labels I totally disagree/I rather disagree/I rather agree/I totally agree. A don’t know option was also provided. Effective sample size was 5258 cases for non-alcoholic drinks, and 4423 cases for alcoholic drinks.