In the backdrop of New Zealand's staggering alcohol-related costs, including those attributed to pervasive binge drinking culture, a research team led by three researchers at the ҕl Business School - Associate Professor Ann-Marie Kennedy, Professor Girish Prayag and Johnpaul Smith, and one researcher from the Department of Psychology, Speech and Hearing – Dr. Andrew Vonasch, set out to explore the role of supermarket aisle placement of zero-alcohol beverages on social norms in shaping consumption patterns. This excited research journey was funded by the Te Hiring Hauora - Health Promotion Agency.
What are zero-alcohol beverages? What are social norms? Do you know?
Zero-alcohol beverages are those that would usually have alcohol in them but have been produced alcohol free such as alcohol-free beer, wine and spirits.
When considering alcohol consumption norms, these are made up of two types of norms: descriptive and injunctive. Descriptive norms are about how many drinks someone usually has and what they think how many drinks others should have. Injunctive norms are about whether people think certain drinking behaviours are acceptable and how they perceive others' views on drinking. Both descriptive and injunctive norms were examined in this research through an online experiment.
Research motivation
Alcohol-related harm is a significant issue in New Zealand, with staggering economic and social costs. Addressing alcohol norms is crucial in tackling this issue, yet previous research has primarily focused on traditional aspects of alcohol marketing, such as promotion, sponsorship, branding, and product design. Little research has addressed the new area of zero-alcohol beverages in marketing and consumer behaviour. Added to this, while the major retailer of alcohol in New Zealand is supermarkets, the impact of zero-alcohol beverage placement within retail settings remains unexplored. In order to address this gap, the team aimed to understand how aisle placement influences individual perceptions and intentions regarding alcohol consumption, offering insights into potentially effective intervention strategies.
Key takeaway
Overall, Māori and Pasifika drink zero-alcohol beverages slightly more than non-Māori/Pasifika. Moreover, young, Māori males consume zero-alcohol more often with more units in one sitting than other groups, and view others as doing the same. The team found that all people exposed to zero-alcohol beverages in the retail environment were more likely to consume them, and to also perceive greater social acceptance of their consumption, irrespective of aisle placement, ethnicity, or gender.
The findings may overall show that adult consumers’ social norms around alcohol are firmly set, but that their norms around the acceptability of zero-alcohol beverage consumption are still forming.
In looking at adult responses to whether giving under 18-year-olds zero-alcohol beverages is likely to lead them to drink alcohol sooner, a similar pattern emerges. There is ambiguity and apprehension here. It is unclear to adults as to whether zero-alcohol may be a gateway to increased future or earlier age of alcohol consumption.
Expected impacts
The findings of this research offer valuable insights for policymakers and retailers. Firstly, clear and prominent signage from retailers drawing attention to zero-alcohol options is recommended. Additionally, retailers are encouraged to place zero-alcohol beverages alongside alcoholic counterparts, with equal product facings to normalize their presence. Aisle end and island bin placements should also be considered for zero-alcohol products. Furthermore, health promotion efforts should prioritise normalising zero-alcohol beverage consumption among adults, offering a viable alternative to traditional alcoholic beverages.
Next steps
While the research project is concluded, the team is committed to disseminate the findings to stakeholders. So far, they have shared their findings with Te Whatu Ora - Health New Zealand, regional councils, and Alcohol Healthwatch, to be used for policy shaping, and health promotion campaigns. With the collaboration between policymakers, retailers and health promotion organisations, it is encouraged that the implementation of recommended strategies can contribute to reshape alcohol and retail policy, and promote healthier choices among consumers in New Zealand.
If you are interested in knowing more about this research, please contact Ann-Marie.
Outputs
Reports
Kennedy, A-M., Prayag, G., Vonasch, A., & Smith, J. (2022). Zero alcohol aisle placement research report. Commissioned by Te Hiring Hauora - Health Promotion Agency.
Journal articles
Kennedy, A-M., Prayag, G., Vonasch, A., & Smith, J. (2024). Normative social behaviour and zero-alcohol aisle placement. In progress.
Conference presentations
Kennedy, A-M., Prayag, G., Vonasch, A., & Smith, J. (2022). Zero-alcohol and aisle placement. In Proceedings Australia and New Zealand Marketing Association Conference (ANZMAC), University of Western Australia, Perth, Australia, 5-7 December 2022.
Achievement: Best Paper in Track.
