Keywords:
health belief model
alcohol consumption
university students
health behavior
moderation analysis moderation

  • Abstract

    Unhealthy alcohol consumption among university students is a significant public health issue. While established frameworks like the Health Belief Model (HBM) can explain the cognitive drivers of this behavior, the influence of demographic factors as moderators is less understood. This study aimed to identify the primary HBM predictors of unhealthy drinking among students in the Philippines and to investigate the moderating effects of age, sex, and monthly family income on the belief-behavior relationships. A quantitative, descriptive-correlational design was employed with a sample of 374 university students (85.8% male). Data were collected using a validated survey instrument measuring HBM constructs (Perceived Threat, Benefits, Barriers, Self-Efficacy, Cues to Action), unhealthy drinking habits, and demographic variables. Statistical analysis involved Pearson correlation, multiple linear regression, and moderation analysis. The results indicated that four of the five HBM constructs were significant positive predictors of unhealthy drinking, with Perceived Barriers (β = .31) and Cues to Action (β = .29) emerging as the most influential. Perceived Threat was not a significant predictor. The moderation analysis revealed that sex significantly moderated the relationship for all five HBM constructs, while age moderated the effects of Self-Efficacy and Cues to Action. Monthly family income showed no significant moderating effects. The findings underscore that the psychological drivers of student drinking are highly contextual and demographically dependent. Interventions should move beyond risk-based messaging and instead focus on developing targeted, skill-based strategies to help students navigate social barriers and environmental cues. Tailoring programs by sex and age is crucial for enhancing their effectiveness, though the gender disparity in the sample warrants further investigation in future studies.

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Buniel, J. M. C. (2026). Unhealthy drinking and health beliefs: The moderating role of demographics in a Philippine university context. Multidisciplinary Science Journal, 8(11), 2026691. https://doi.org/10.31893/multiscience.2026691
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