Analysis of the Relationship Between Personal Characteristics and Alcohol Consumption Behavior of Chinese Consumers

Abstract

Alcoholic beverages held significant importance in global dietary cultures. Their consumption was subject to the combined influence of sociocultural, economic, and psychological factors. As one of the world’s major alcohol consumption markets, China exhibited increasingly diverse drinking patterns, yet research on drinking behaviors based on the Chinese population remained relatively limited. This study employed a questionnaire-based survey to collect data. A total of 2119 Chinese adult alcohol consumers were recruited between October 2024 and April 2025. The sample encompassed individuals with diverse demographic backgrounds, including variations in gender, age, education level, monthly income, and occupation. Based on this dataset, multivariate logistic regression analysis was applied to systematically examine the key factors influencing drinking frequency among Chinese adult drinkers. The study found that the majority of drinkers in China engaged in low- to moderate-frequency drinking, with significant variations observed across different demographic groups: women aged 31–50 showed a higher proportion of high-frequency drinking, while individuals over 50 experienced a notable decline in drinking frequency. Individuals with smoking habits and higher stress levels were more likely to engage in high-frequency drinking. In contrast, those who report higher subjective well-being tended to exhibit moderate-frequency drinking patterns, characterized by moderate but non-excessive consumption. This study constructed a multi-dimensional profile of alcohol consumption behavior in China, thereby providing precise guidance for future product positioning and development, promoting high-quality development in the alcoholic beverage industry, and offering a scientific basis for advocating a culture of moderate and healthy drinking.