Non‐drinking 101: How non‐drinkers navigate the drinking culture on a college campus

Joyce M. Wolburg

Journal of Consumer Affairs, 2022, vol. 56, issue 4, 1475-1495

Abstract: This study gives voice to non‐drinkers and moderate drinkers who go against the drinking norm on college campuses. It aims for greater insights so that colleges and universities can change the prevailing drinking culture and empower non‐drinkers. Qualitative interviews with 34 US college students explored their experiences as non‐drinkers to answer research questions that centered upon the decision to be a non‐drinker, the emotional toll of being an outlier, the impact on relationships, and strategies for navigating the drinking culture. Universities have made good faith efforts to reduce the incidence of drinking on campus through social marketing campaigns. However, most were aimed at drinkers—not non‐drinkers—and achieved limited results. Given the pressure on non‐drinkers, public policy questions arise concerning ways to provide stronger support for students, who manage to stay sober against the odds. This study argues for new approaches to help non‐drinkers navigate the drinking culture.

Date: 2022
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