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Khai Trieu Tran

PhD Research Student

Title of Research: Students’ perceptions of drinking behaviour: A cross-cultural comparison

Khai Tran June 2017Qualifications: Bachelor of International Business (Danang University of Economics, Vietnam); Master of Business - Advanced (The University of Queensland, Australia)

PhD Start Date: March 2016

Supervisors: Dr Kirsten Robertson & Associate Professor Maree Thyne

Email: khai.tran@postgrad.otago.ac.nz

Research Summary: This research is proposed to investigate students’ perceptions of drinking behaviour, focusing in particular on the influence of culture by comparing attitudes in two different cultures. Specifically, students’ perceptions of barriers and facilitators of drinking behaviour change and of their peer drinking behaviour are examined in New Zealand and Vietnam.


The contribution of this research is two-fold. Firstly, the research is expected to extend the student drinking literature by investigating social and cultural aspects of student alcohol consumption. Second, the research can offer practical implications for public policy and social marketing in the area of alcohol control. Potential avenues for applications of the findings can be informing alcohol warning messages and designing alcohol preventive interventions or social marketing alcohol campaigns.

Research Interests: Social marketing, consumer behaviour, quantitative research methods

Publications: