Beschreibung:
<jats:sec><jats:title content-type="abstract-heading">Purpose</jats:title><jats:p>The purpose of this paper is to investigate drinking patterns; attitudes towards alcohol consumption and alcohol‐related behaviours amongst differing groups of young adults. A further aim is to investigate whether the drinking behaviours of undergraduate populations can be considered to be representative of young adult behaviours in general.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Design/methodology/approach</jats:title><jats:p>Four groups of young adult alcohol consumers are identified. The participants in the first two groups are aged between 18 and 23, one group being undergraduates and the second non‐graduates in work. Participants in the second two groups are aged between 24 and 29, one group comprising graduates in work, the second non‐graduates in work. 120 questionnaires were completed; 30 in each sample group, with an even gender distribution. Follow up one‐to‐one interviews are carried out with representatives from each group.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Findings</jats:title><jats:p>Although a small study it is evident that whilst there are some similarities in behaviours between the differing sample groups significant differences in alcohol‐related behaviours dominate.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Practical implications</jats:title><jats:p>The results suggest that utilising the results of research carried out amongst student populations to inform government policies with regard to the behaviour of young adults in general is unlikely to be successful in changing drinking behaviours.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Originality/value</jats:title><jats:p>This paper produces new insights into current drinking cultures and attitudes towards drinking in differing groups of young adults. Specifically, it compares behavioural norms between graduate and non‐graduate populations challenging much current research which is based upon student samples as being representative of the young adult population as a whole.</jats:p></jats:sec>