CULTURAL NORMS AS A SOCIAL DETERMINANT OF ALCOHOLISM AMONG YOUTHS IN MAKUENI COUNTY, KENYA

TOM KYALO KITAVI; HEATHER KIPCHUMBA

doi:10.61426/rjssh.v7i1.541

TOM KYALO KITAVI Department of Public Policy and Administration, Kenyatta University, Kenya
HEATHER KIPCHUMBA, PhD Lecturer, Department of Public Policy and Administration, Kenyatta University, Kenya

DOI: https://doi.org/10.61426/rjssh.v7i1.541

Keywords: Cultural Norms, Alcoholism, Youth Behavior, Social Determinants, Substance Abuse

Abstract

Alcoholism among youths remains a significant public health and social concern in Makueni County, Kenya, despite the presence of regulatory frameworks and intervention programs aimed at controlling alcohol consumption. Cultural practices, beliefs, and social expectations continue to shape drinking behavior, particularly through the normalization of alcohol use during ceremonies, social events, and community gatherings. The aim was to establish how cultural norms influence alcoholism among youths, with a specific focus on social acceptance of alcohol use, traditional beliefs, peer influence, and cultural expectations. The study examined the role of cultural norms as a key social determinant shaping alcohol consumption behavior among youths. The study employed a descriptive research design targeting youths aged between 15 and 35 years residing in Makueni County. Simple random sampling was used to select 398 respondents from the target population. Data were collected using structured questionnaires. Semi-structured questionnaires were used to gather data from youth respondents, along with interview guides developed for key informants. The instruments were reviewed for content validity and pretested to ensure clarity and reliability. Quantitative data were analyzed using descriptive statistics, correlation, and multiple regression, while qualitative data were analyzed thematically to provide deeper insights into cultural beliefs and social influences on alcohol consumption. The findings revealed that cultural norms have a positive and significant influence on alcoholism among youths, with practices such as alcohol consumption during social events, peer pressure, and social acceptance contributing to increased drinking behavior. The results further showed that cultural norms explain a substantial proportion of variation in alcohol consumption among youths. Strengthening community sensitization, promoting culturally responsive interventions, and enhancing youth awareness programs were identified as key measures necessary to reduce alcohol abuse and improve youth well-being.

Author Biographies

TOM KYALO KITAVI, Department of Public Policy and Administration, Kenyatta University, Kenya

Department of Public Policy and Administration, Kenyatta University, Kenya

HEATHER KIPCHUMBA, PhD, Lecturer, Department of Public Policy and Administration, Kenyatta University, Kenya

Lecturer, Department of Public Policy and Administration, Kenyatta University, Kenya

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