Social Norms and Alcohol Consumption Among Young Adults in Hong Kong

This project investigates how young adults in Hong Kong decide whether to drink alcohol in social situations where drinking is the norm. Social gatherings are often where non-drinkers first feel influenced to start drinking, but this phenomenon is understudied in the Hong Kong context. The project will involve in-depth interviews with young adults to learn about their personal experiences with social drinking, their perceptions of peer norms, and their motivations for either participating in or resisting alcohol use. The findings will provide a foundation for developing future peer-resistance interventions tailored specifically for young adults in Hong Kong.

Essential and Desirable Skills:

Prefer experience or training on conducting in-depth interviews and analysing qualitative (interview) data.