World Social Marketing Conference 2025

This research explores the link between alcohol and climate change concerns among university students. Surveys, and subsequent focus groups, of over 230 students revealed high concern for climate change but low knowledge of alcohol's carbon footprint and minimal association between the issues. Cluster analysis identified four distinct groups based on climate concerns and sobriety curiosity. Results, including interventions (4Ps), are discussed to support social marketers involved with public health and environmental sustainability campaigns aiming to create links between these issues.