(Mis)perception of social norms of alcohol consumption among pupils of Kaunas secondary schools

Abstract

The purpose of the work was to reveal the influence of social norms on alcohol consumption habits of youth. The article represents the theoretical mechanism of influence of social norms, which was the basis for analyzing data of a survey performed in 2008 among pupils of the Kaunas City secondary schools. The results of the survey confirm the main statements of the approach of social norms to the misperception of
social norms. The misperception appears when teenagers using alcohol frequently and in large amounts suppose being representatives of their age group when it comes to alcohol consumption. Another possibility to misperceive the reality is to see friends from the same group consuming more alcohol than the pupil in question. In both cases of misperception, the mechanisms of social norms among pupils determine the normative
social behaviour stimulating alcohol consumption and fogging the way to the healthy lifestyle. The article ends with recommendations for preventing alcohol consumption in Lithuania, which are based on social norms correction strategy.