Ændring af forbrugeres adfærdsintention: Rygning, alkoholforbrug over Sundhedsstyrelsens anbefalinger og kørsel over fartgrænserne

Louise Stenkilde Olsen & Kathrine Anker-Svendsen

Student thesis: Master thesis


The purpose of the thesis is to examine which variables motivate individuals to change behavioral intentions concerning smoking, drinking beyond the recommended limits, and speeding. Based on this knowledge we have developed communicative recommendations for The Danish Health and Medicines Authority and The Danish Road Safety Council in order to optimize their informational campaigns. The theoretical perspectives of the thesis include Theory of Planned Behavior and Protection Motivation Theory, which investigate how individuals can change behavioral intentions. Through qualitative and quantitative methods, we have identified motives for performing the behaviors and variables, which motivate and affect individuals to change their behavioral intentions. The identified variables for quitting smoking are previous experience, one’s environment, the extent to which one feels exposed to a disease caused by smoking, awareness of the consequences regarding one’s behavior, and expectations that changing behavior will lead to a positive outcome. All of the above will motivate smokers to change their intention. No variables were identified to motivate individuals to reduce their alcohol consumption, but various results still show that certain variables could be involved in the recommendations for dissemination of information: earlier experiences, awareness of the consequences and positive expectations if one reduces one’s consumption of alcohol. Reduction in speed while driving is affected by criticism of one’s behavior, previous experiences, and expectations regarding how it could have a positive effect. If one finds the conse-quences severe and the behavior dangerous and irresponsible, and contemplates the consequences, this can elicit a change in intention. The analysis also identifies a new factor for each behavior con-cerning the consequences. These are specific for each behavior which can be used for further re-search. We have made recommendations for The Danish Health and medicines Authority and The Danish Road Safety Council based on the identified variables. This will possibly lead to optimized and more effective campaigns that should motivate individuals to change their intentions and subsequently their behavior.

EducationsMSc in Economics and Marketing, (Graduate Programme) Final Thesis
Publication date2014
Number of pages278