Culturally informed risk perceptions among young adult drinkers in Denmark, Estonia and Italy

Abstract

Alcohol researchers have debated whether increased globalisation has reduced national differences in alcohol consumption and thus made alcohol cultures more similar. Building on this interest, this article examines the cultural perceptions of alcohol risk among young adult drinkers in Denmark, Estonia and Italy to find out if important cultural differences still exist in Europe. The study is based on 24 focus groups (n = 128) in the three countries with people aged 20–30 and 30–40. Our study shows how each of the three countries had different narratives about risk and drinking. Estonian participants described how heavy drinking could lead to neglecting one’s responsibilities as an adult, which could result in a loss of social status. Italian participants’ alcohol risk assessments were more related to the value of togetherness and social community and the embarrassment that could be felt if this was compromised. Danish participants mentioned few alcohol-related risks and these were primarily linked to the individual and not, as among the Italian and Estonian participants, to the social group or family. The findings of the study are analysed and discussed in the light of overall cultural narratives in each of the three countries and we conclude that alcohol cultures and everyday risk assessments of alcohol may be changing but only slowly.