Project Director

Plouffe, Christopher R.

Department Examiner

Gillison, Stephanie

Department

Dept. of Health and Human Performance

Publisher

University of Tennessee at Chattanooga

Place of Publication

Chattanooga (Tenn.)

Abstract

Alcohol use among college students remains a persistent public health concern, influenced by a complex interaction of social, environmental, and behavioral factors. This literature review examines the prevalence of alcohol consumption in college populations, the associated short-term and long-term health consequences, and the role of social norms, peer influence, and environmental context in shaping drinking behaviors. Research consistently demonstrates that alcohol use is deeply embedded within college culture, where normative misperceptions and peer dynamics contribute to increased consumption. (Perkins, 2002; Borsari & Carey, 2001; Hingson et al., 2017). In addition, environmental factors such as alcohol availability and targeted marketing further reinforce these behaviors. (Kuo et al., 2003; Ireland et al., 2019). While universities have implemented various prevention strategies, including educational programs and behavioral interventions, their effectiveness has been mixed. (Carey et al., 2007; Seigers & Carey, 2010; Bertholet et al., 2023). Emerging approaches, such as harm reduction strategies, digital interventions, and social marketing campaigns, show promise in addressing these challenges by focusing on behavior change and audience-centered messaging. However, gaps remain in understanding how students perceive and engage with alcohol-related messaging and campus resources. This review highlights the need for more student-centered and contextually relevant health promotion strategies that address both individual behaviors and the broader social environment. By integrating evidence-based interventions with effective communication strategies, universities may be better positioned to reduce harmful alcohol use and improve student health outcomes.

Degree

B. S.; An honors thesis submitted to the faculty of the University of Tennessee at Chattanooga in partial fulfillment of the requirements of the degree of Bachelor of Science.

Date

5-2026

Subject

College students--Alcohol use; Alcoholism--Prevention; Health promotion

Keyword

College, Binge Drinking, Social Marketing, Social Norms, Alcohol Prevention Programs

Discipline

Substance Abuse and Addiction

Document Type

Theses

Extent

i, 49 leaves

DCMI Type

Text

Language

English

Rights

http://rightsstatements.org/vocab/InC/1.0/

License

http://creativecommons.org/licenses/by/4.0/

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