KAP STUDY.
NATIONAL
INFORMATIONAL
CAMPAIGN REGARDING
REDUCTION OF ALCOHOL
CONSUMPTION
Phase I and Phase II
May 2014
Table of content
3
EXECUTIVE SUMMARY .................................................................................................................................. 7
INTRODUCTION ........................................................................................................................................... 11
i.1 Purpose and objectives................................................................................................................................. 12
i.2 Applied methodology ................................................................................................................................... 12
i.2.1 Interviewing population. Plan of sampling .......................................................................................... 12
i.2.4 Questionnaire ...................................................................................................................................... 13
i.2.5 Pilot research ....................................................................................................................................... 13
i.2.6 Interviewing and data quality .............................................................................................................. 13
i.2.7 Data analysis ........................................................................................................................................ 13
i.3 Characteristics of the sample ................................................................................................................. 13
i.4 Limits and barriers ........................................................................................................................................ 13
CHAPTER II: KNOWLEDGE AND ATTITUDE REGARDING EXCESSIVE ALCOHOL CONSUMPTION ....................... 28
CHAPTER III: SOCIAL-DEMOGRAPHIC PROFILE OF THE ALCOHOL CONSUMER ............................................... 34
CHAPTER IV: MULTIVARIATE ANALYSIS ........................................................................................................ 36
CONCLUSIONS ............................................................................................................................................. 40
Table of content
4
Charts:
Fig. 1A: Have you ever consumed alcoholic beverage (an entire shot, not just a sip)?, %.................................... 16
Fig. 1C: Types of alcoholic drinks, consumed more often, % ................................................................................ 16
Fig. 2A: Have you consumed any alcoholic drinks in the last month?, % .............................................................. 16
Fig. 2C: How often did you have this quantity in the last month?, %.................................................................... 17
Fig. 2D: Number of portions consumed depending on the average consumption frequency, % ......................... 18
Fig. 3A: In the last 3 months, where there days when you consumed more alcohol than usually?, % ................ 18
Fig. 3B: How many portions of alcohol have you consumed in the days when you drank more than usual, in the
last 3 months?, % .................................................................................................................................................. 19
Fig. 3C: How often do you drink this quantity?, % ................................................................................................ 19
Fig. 3B and 3C: How many portions of alcohol you consumed during days when you drank more than usual, in
the last three months?, How often did you consume this amount?,% ................................................................. 20
Fig. 4A: How often did you have an alcoholic drink during the last year?, %........................................................ 20
Fig. 4B: How many portions of alcoholic drinks did you consume in a normal day, when you consumed alcoholic
drinks during the last year?, % .............................................................................................................................. 21
Fig. 4D: How often, during the last year, it happened to you that once you started drinking, you could not stop?,
% ............................................................................................................................................................................ 21
Fig. 4E: How often in the last year you failed to do what was normally expected from you, due to alcohol
consumption?, % ................................................................................................................................................... 22
Fig. 4F: How often in the last year you felt the need to drink in the morning in order to recover after a session
of excessive alcohol consumption?, % .................................................................................................................. 22
Fig. 4G: How often during the last year have you felt guilt or remorse after you had been drinking?,% ............. 22
Fig. 4J: Has it ever happened that a relative, friend, doctor or nurse were worried about your alcohol
consumption suggesting you consume less?,% ..................................................................................................... 23
Fig. 8A: If compared to 30 days ago, are you presently drinking more or less, or the same quantity? (question
for alcohol consumers), % ..................................................................................................................................... 24
Fig. 8B: In the last 30 days, how often, in general, …? (question for the alcohol consumers), % ......................... 24
Fig. 8C: Have you tried to diminish the alcohol consumption in the last 30 days?, % .......................................... 25
Fig. 8D: In the last 30 days, did someone from your family try to convince you to reduce the quantity of alcohol
consumed? (question for the alcohol consumers), % ........................................................................................... 25
Fig. 8E: Which of the following statements expresses the best your opinion on your consumption of alcoholic
drinks? (question for the alcohol consumers), % .................................................................................................. 25
Fig. 8F: How likely is it that you will reduce alcohol consumption forever? (question for the alcohol consumers),
% ............................................................................................................................................................................ 26
Fig. 9I: During the last appointment at the doctor / health check, I was asked about my drinking habits, % ...... 26
Fig. 9A: To what extent you agree or disagree with the following statements, % ................................................ 28
Fig. 9B: From what you know, does alcohol provoke the following …?, % ........................................................... 29
Fig. 9C: Are you worried about the fact that alcohol will harm your health in the future and if yes, to what
extent? (question only for consumers), %............................................................................................................. 29
Fig. 9D: What do you think is the statement: ”Alcohol consumption during the pregnancy can lead to serious
disabilities to the child” true or not?, % ................................................................................................................ 30
Fig. 9F: What do you think, is it true or nor that the effects determined by alcohol consumption during the
pregnancy will disappear together with the growing child?, % ............................................................................ 30
Fig. 9G: Have you ran across some information about the effects of alcohol over the child during the
pregnancy?, % ....................................................................................................................................................... 30
Fig. 9H: Regarding effects of alcohol over the foetus, what do you think, how safe is to have the following
quantities of alcoholic drinks?, % (2014) ............................................................................................................... 31
Table of content
5
Tables:
Table i.1: General sample, N=1505, % ................................................................................................................... 13
Table 1B: How old were you when you had your first full portion of alcohol?, years .......................................... 16
Table 2B: How many portions did you have usually in the days when you had alcohol?, portions ...................... 17
Table 5.1: Social-demographic profile of the alcohol consumer comparing with the profile of a non-consumer, %
............................................................................................................................................................................... 34
Table 5.1: Attitudes ............................................................................................................................................... 36
Table 5.2: Knowledge ............................................................................................................................................ 37
Table of content
6
Executive summary
EXECUTIVE
SUMMARY
This report presents data collected from the survey conducted after the national
informational campaign regarding reduction of alcohol consumption was launched,
on a sample of 1505 respondents from rural and urban areas, in the Republic of
Moldova, during March-April 2014. Data were collected by means of PAPI face to
face, using probabilistic sampling method with mechanical step. The report presents
the key results of this study.
7
Executive summary
8
EXECUTIVE SUMMARY
This report contains data collected from the survey on a sample of 1505 respondents from urban and rural
areas in the Republic of Moldova, during March-April 2014. Data were collected by means of face-to-face PAPI
using stratified random sampling method. However, the report includes data similar to the research conducted
on a 1501 respondents during May-June 2012.
Habits of alcohol consumption
• As compared to the year of 2012, share of those people who have ever drunk an alcoholic beverage (an
entire shot, not just a sip) has increased by 11 p.p.
• Average age when the first time an entire shot was consumed according to the results of 2014 research was
18 years.
• Wine is the most consumed alcoholic beverage (68%, which is by 10 p.p. more than in 2012), on the second
place one finds beer with 20% (- 6 p.p. compared to the previous time period), spirits represent the main
alcoholic beverage for 7% of the respondents.
• Share of people who have consumed any type of alcoholic beverage during the last month has decreased by
9 p.p. as compared to 2012.
• Average number of shots consumed at an occasion during the last month has decreased from 3 in 2012 to
2.2 in 2014.
• Every third consumer mentioned that during the last 3 months there were days when he or she consumed
more than usual, and in such days 50% of them drank up to 5 shots. A promising trend is that share of
people who mentioned that they drank more than usual with a frequency of ”daily” or ”almost daily”, has
decreased (share of both responses in 2012 was of 6% and now it is 1%).
• Majority of consumers at one occasion consume not more than 1 or 2 shots (71% of consumers), and one
fourth consume at one occasion 3-4 shots.
• There might be observed a trend of decrease of the share of those who once they have started could not
stop drinking (from 14% of the consumers in 2012 to 8% in 2014).
• Share of those consumers, who because of the alcohol did not manage to do was waited from them,
decreased (from 18% to 13% in 2014).
• A decrease may be observed in case of those who during the last year have felt the necessity to drink in the
morning after excessive alcohol consumption prior to that (from 19% to 13%).
• As compared to the research from 2012, share of those who during the last year could not remember what
had happened at night prior to that, because of alcohol consumption, decreased.
• There might be observed a decrease of the share of people who had situations when they or someone else
have been injured because of the fact that the interviewed consumer drank alcoholic beverages (from 13%
to 5%).
• As compared to the 2012 research, share of those who in comparison with 30 days ago has consumed less,
has increased (from 18% in 2012 to 36% in 2014).
• Every fifth consumer tried to diminish alcohol consumption during the last 30 days (which is 4 p.p. more
than in 2012).
Knowledge and attitudes regarding excessive alcohol consumption
• As compared to the 2012 research, share of those people who do not agree with the following statement
alcohol consumption cannot be that harmful: a lot of people drink alcoholic beverages their entire life and
live till ripe old, has increased (from 73% to 79%).
• Share of those people who do not agree with the statement alcohol consumption can cause serious health
problems has increased (from 80% to 96%).
• Share of those who consider that their health would improve if they reduce amount of alcohol they
consume, has increased (from 29% to 35%).
Executive summary
9
• Share of respondents, whose close people consider they should decrease the amount of alcohol consumed,
has diminished (from 29% to 18%).
• Level of information of both – consumers and non-consumers has improved in the area of the harms
provoked by alcohol consumption.
• As compared to the previous research, share of consumers worried that alcohol will harm their health in the
future has decreased by 13 p.p.
• Great majority of respondents are informed that in case that the woman consumes alcohol during
pregnancy, this might lead to disabilities in children ( 93% as compared to 64% in 2012).
• As compared to the previous research, there might be observed a decrease (from 20% to 5%) of the share
of those people who consider that the negative effects in child determined by alcohol consumption during
pregnancy disappear when the child grows up.
Executive summary
10
Introduction
11
INTRODUCTION
This report is based on the research, carried out by Magenta Consulting for World
Health Organization.
Introduction
12
INTRODUCTION
This report is based on a research, carried out by Magenta Consulting for World Health Organization.
i.1 Purpose and objectives
The main objective of this project is to determine the level of knowledge, attitudes and practices regarding
alcohol consumption among the population of Moldova. This report presents the results of the survey
conducted after the launch of the national informational campaign regarding reduction of alcohol consumption
among the population of Republic of Moldova – ”With a sober mind”, launched in February 2014.
Main objectives of the study are:
1. Assessment of the drinking habits of the alcohol drinkers;
2. Measuring the awareness level and level of understanding of the negative impact of alcohol drinking on
health;
3. Measuring, in dynamics, the predisposition level of alcohol drinkers to quit this habit.
i.2 Applied methodology
This research was conducted according to the methodology of KAP study, where knowledge, attitudes and
practices are analysed. This approach provides a diagnosis of the community level of knowledge of the
population - on the understanding of the subject matter (the damage caused by alcohol consumption); attitude
- on both, public empathy for a phenomenon or topic and preconceptions about them; practice - on how
people demonstrate their attitudes and knowledge through actions. Understanding KAP level allows initiation
of awareness of the problem in a more efficient way.
This approach demonstrated its theoretical and methodological efficiency in similar studies.
The study was based on primary quantitative data. Taking into account the purpose and objectives of this
study, the methodology applied in the project complies with the methods and techniques used in the scientific
world and consultancy services, being adapted to local conditions.
i.2.1 Interviewing population. Plan of sampling
Quantitative data were collected through interviews conducted with 1505 persons throughout the country,
excluding Transnistria. This number of interviews provides an error margin of ± 2.6% at a confidence level of
95%. Data were collected between 08/03/2014 - 29/03/2014.
Data source for sampling: National Bureau for Statistics of the Republic of Moldova.
Characteristics of the sampling: systematic random sampling. No quotas applied.
At the first level, districts were combined in groups, from these groups localities were randomly selected, and
interviews were conducted, thus offering the chance for all communities to participate in the survey.
Moreover, the number of interviews conducted in each group depended on the number of inhabitants and the
number of localities (by size).
Three level randomization was applied, taking into consideration groups of districts, households and
respondents:
1. Locality– randomly selected for each level as it is described above and using a table with random figures;
2. Household - for each locality, based on routes according to the existent streets, designed depending on the
number of interviews per locality. Household selection was based on a starting point and mechanical step;
3. Person/respondent – when selecting the respondent, the method of last birthday was used.
13
Introduction
i.2.4 Questionnaire
The used questionnaire is a complex one and includes both closed and open questions. The questionnaire was
provided by the client, adapted and tested by Magenta Consulting research team, in close collaboration with
the customer, according to the research objectives. The questionnaire was translated into Romanian and
Russian, the interview was conducted in the language requested by the respondent.
i.2.5 Pilot research
Pilot – research’s aim is to validate questionnaires. Thus, the questionnaire is pre-tested on a sample of 10
people in rural and urban areas, seven - in Romanian and 3 - in Russian.
i.2.6 Interviewing and data quality
Interviews were carried out by the team of Magenta Consulting interviewers, who have prior participated in
numerous similar projects. At the beginning of the project, the team was informed about the subject of the
study, its objectives and the method of data analysis. To ensure data quality, 40% of the questionnaires were
checked on the phone. During examination, questions were randomly selected from the questionnaire.
i.2.7 Data analysis
Data interpretation was performed using the specialized program - SPSS 18 with descriptive and multicriteria
statistical interpretation. The questionnaires were processed using specialized scan recognition software thus
excluding the possibility of human error in creating database.
i.3 Characteristics of the sample
Interviews were conducted face to face by a team of operators, based on structured questionnaires. All
operators were trained for this project and the questionnaires were pre-tested. The interviews took place at
home. Sample segmentation was done according to area of residence (rural / urban), data which collected from
the National Bureau of Statistics. Other characteristics of the sample were not determined. Population aged 1655 years was included in the research.
Table i.1: General sample, N=1505, %
Total, N=1505
Gender
Age
Education
Marital status
Area
Region
Male
Female
Average age
Without education / primary
Vocational school
Higher education
NA
Single
Married / Living together
NA
Rural
Urban
North
Centre
South
Total
47
53
35,9
9
54
36
0
31
69
0
55
45
27
52
21
100
i.4 Limits and barriers
During this study, no major obstacles were encountered.
Alcohol
consumers,
N=1189
50
50
35,9
9
54
36
0
30
70
0
54
46
27
53
20
100
Nonconsumers,
N=316
37
63
35,8
11
54
34
1
34
66
1
60
40
28
46
26
100
Introduction
14
Chapter I: Habits Related to the Alcohol Consumption. Alcohol Consumption Cessation
CHAPTER I:
HABITS RELATED TO THE
ALCOHOL CONSUMPTION.
ALCOHOL CONSUMPTION
CESSATION
This chapter presents information on habits related to alcohol consumption and alcohol consumption
cessation.
15
Chapter I: Habits Related to the Alcohol Consumption. Alcohol Consumption Cessation
16
CHAPTER I: HABITS RELATED TO THE ALCOHOL
CONSUMPTION. ALCOHOL CONSUMPTION CESSATION
This chapter contains information about alcohol consumption habits and alcohol consumption cessation,
compared with the study in 2012.
Currently, 89% of the population aged 16-55 years indicated they have consumed at least one full portion of
alcoholic beverage in their life, which is with 11 p.p. higher compared with 2012 (78%).
Fig. 1A: Have you ever consumed alcoholic beverage (an entire shot, not just a sip)?, %
Overall, in 2014, respondents indicated that on average, they consumed for the first time a full portion of
alcohol at age 18. In 2012, the average age was 17 years.
Table 1B: How old were you when you had your first full portion of alcohol?, years
Age
2012
Nr. of
Average
respondents
value
1165
17
2014
Nr. of
Average
respondents
value
1322
18
Majority of respondents who consumed alcohol at least once indicated that most often they drink wine (68%).
20% of the participants most often drink beer, 7% - spirits and 5% - other drinks.
Fig. 1C: Types of alcoholic drinks, consumed more often, %
2 of 3 respondents who had ever consumed a full portion of alcohol, consumed alcoholic beverages during the
last month (66%). This share is 9 p.p. smaller than back in 2012.
Fig. 2A: Have you consumed any alcoholic drinks in the last month?, %
Chapter I: Habits Related to the Alcohol Consumption. Alcohol Consumption Cessation
17
Respondents indicated that during the last month they consumed on average 2.2 portions of alcohol in the
days when they had alcohol, which represents an almost one portion of alcohol decrease.
Table 2B: How many portions did you have usually in the days when you had alcohol?, portions
Shots
N
837
2012
Average value
3.0
N
882
2014
Average value
2.2
Most (75%) of those who consumed alcohol during the past month drank with a frequency of 1-2 times per
week and less often (43% - once a month and 32% - 1-2 times a week). Compared with the situation in 2012, in
2014 the quota of those who consumed the given quantity 2-3 times a week increased (from 13% to 18%) and
so did the share of those who consume alcohol 1-2 times a week (at 27% up to 32%). The quota of respondents
who consume daily and almost daily decreased compared with 2012.
Fig. 2C: How often did you have this quantity in the last month?, %
Chapter I: Habits Related to the Alcohol Consumption. Alcohol Consumption Cessation
18
To see the number of portions consumed depending on the average consumption frequency, the following
cross-tab was executed (see Fig. 2D).
Among those consumers who drink alcohol beverages once a month, every other uses to drink 2-4 portions per
occasion. Share of those, who are used to drink one portion of alcohol and less, increases (47%, higher by 13
p.p. compared to 2012).
Among those consumers who drink alcohol one or two times per week, most of them (69%) drink usually 2-4
portions – an 11 p.p. increase from 2012. This happened on account of the decline of high and very high level
of consumption (which went down from 13% to 4% in 2014).
Respondents who consume alcoholic beverages more often (2-3 times per week) are used to drink, in 74% of
cases, 2-4 portions per occasion.
In case of consumers who drink daily, share of those who drink not more than 4 portions has increased (from
81% to 88%). This increasing trend is happening on the account of the decline of high level consumption shares
– from 16% to 13% for those who consume 5-10 portions and from 3% to 0 for those who consume more than
10 portions per occasion.
In this way, there is a noticeable evidence of diminution of high level of consumption in favour of low level of
consumption.
Fig. 2D: Number of portions consumed depending on the average consumption frequency, %
33% of respondents indicated that during the last three months they had days when they consumed more
alcohol than usual. Compared with 2012, the situation remained about the same.
Fig. 3A: In the last 3 months, where there days when you consumed more alcohol than usually?, %
Chapter I: Habits Related to the Alcohol Consumption. Alcohol Consumption Cessation
19
34% of respondents who consumed more alcohol than usual during the last three months have been drinking
at least 6-10 portions, 41% - 3-5 portions and 9% - 1-2 portions. Overall, the number of portions increased in
comparison with 2012 and the share of people who indicated they "do not know" number of portions, has
decreased.
Fig. 3B: How many portions of alcohol have you consumed in the days when you drank more than usual, in the
last 3 months?, %
Regarding the frequency of consumption, the share of people who drink the indicated number of portions daily
decreased – from 2% to 1%, and the share of those who do it almost daily disappeared. At the same time, the
share of those who consume the indicated amount of alcohol 2-3 times per week and less often increased:
share of those who consume alcoholic beverages once per week – once per month has increased by 6.6 p.p.
and share of those who consume alcohol 1-2 times in 3 months has increased by 12 p.p.
Fig. 3C: How often do you drink this quantity?, %
Chapter I: Habits Related to the Alcohol Consumption. Alcohol Consumption Cessation
20
In order to see the number of portions of alcohol depending on the frequency of consumption (in the days
when respondents drank more than usually) the following cross-tab was created. There were noticed
important structural modifications al the level of each consumed quantity. So, there is no share of those who
drink more than 10 portions with a daily or almost daily frequency.
A similar trend can be observed in the frequency of consumption by the number of portions consumed: there
are no more shares of those who drink large amounts of alcohol with a daily or almost daily frequency.
Quantity of 1-2 portions remains an exception – a larger share consumes this amount 2-3 times a week and
daily (24% as compared to 10% in 2012).
Fig. 3B and 3C: How many portions of alcohol you consumed during days when you drank more than usual, in
the last three months?, How often did you consume this amount?,%
The comparative chart below shows than within 2 years the share of respondents who drink once a month and
less often increased with 7 p.p., as well as the proportion of those who consume alcoholic beverages 2-3 times
per week (+ 5 p.p.). This growth was produced due to the reduction by 4 p.p. of the share of consumers who
drink alcoholic beverages 2-4 times a month, while daily or almost daily consumers’ share remained stable
(4%).
Fig. 4A: How often did you have an alcoholic drink during the last year?, %
Chapter I: Habits Related to the Alcohol Consumption. Alcohol Consumption Cessation
21
During the last year, 71% of respondents used to consume 1-2 portions of alcohol per regular day of
consumption. Per total, within 2 years, the share of reduced portions consumers went up: a growth of 3 p.p.
for 1-2 portions consumers and of 5 p.p. for 3-4 portions consumers. It is important to mention though that
mainly this change happened due to a decrease of the share of those who did not give any answer.
Fig. 4B: How many portions of alcoholic drinks did you consume in a normal day, when you consumed alcoholic
drinks during the last year?, %
Most respondents who consumed alcohol in the last year indicated that they did not have more than five
portions of alcohol on one occasion in the past year (64%). 24% of respondents who consumed alcohol in the
last year have drunk the indicated quantity less often than once per month, 8% - once a month, and 3% weekly. Thus, there might be observed a decrease of the shares of consumers together with the increase of the
frequency, and in 2014 there lack consumers who drink daily or almost daily 5 or more portions of alcohol.
Fig. 4C: How often did you consume 5 or more portions of alcohol on one occasion during the last year?, %
Among persons who consumed 5 or more portions per regular occasion, share of those who could not stop
drinking reduces from 13% in 2012 to 8% in 2014. At the same time, the quota of those who maintain selfcontrol after a significant amount of alcohol went up from 73% in 2012 to 90% in 2014.
Fig. 4D: How often, during the last year, it happened to you that once you started drinking, you could not stop?,
%
Chapter I: Habits Related to the Alcohol Consumption. Alcohol Consumption Cessation
22
In 2014 the share of those who failed to honour their responsibilities because of alcohol abuse decreased. This
share was 13% in 2014, compared to 18% in 2012.
Fig. 4E: How often in the last year you failed to do what was normally expected from you, due to alcohol
consumption?, %
8% of respondents who happened to consume more than five portions of alcohol on one occasion in the last
year, at least once a month felt the need to drink in the morning to recover after a session of excessive alcohol
consumption. This share din not change significantly from 2012 (8% while in 2012 it equalled 7%). Instead, an
essential growth of the share of those who did not have such a necessity during the last year (from 66% to
83%) can be observed and mainly because of the decrease of the share of those who did not answer the
question.
Fig. 4F: How often in the last year you felt the need to drink in the morning in order to recover after a session
of excessive alcohol consumption?, %
The proportion of those who had qualms after an abusive alcohol consumption session remained maintained
the same as in 2012 – 24%. And share of those who did not have any remorse has increased, while share of
those who did not answer to this question – decreased.
Fig. 4G: How often during the last year have you felt guilt or remorse after you had been drinking?,%
Chapter I: Habits Related to the Alcohol Consumption. Alcohol Consumption Cessation
23
The share of those who could not recall the last night’s events because of abusive alcohol consumption (5
portions and more) reduced from 19% (2012) to 15% (2014). Among them, 4% (compared to 3% in 2012)
admitted they went through this more often than once a month.
Fig. 4H: How often during the last year you have not been able to remember what happened the night before
because you consumed alcohol?,%
The share of those who stated that it happened to them that they or someone else was injured as a result of
their alcohol consumption has decreased (from 13% to 5%). At the same time share of those who did not offer
any answer to this question decreased as well.
Fig. 4I: Have you or someone else been injured due to the fact that you consumed alcohol?,%
6% of respondents who drank at least a portion of alcohol said that it happened at least once that a relative,
friend, doctor or nurse were concerned about his alcohol consumption, suggesting to consume less. In 2012,
this share was 8%.
Fig. 4J: Has it ever happened that a relative, friend, doctor or nurse were worried about your alcohol
consumption suggesting you consume less?,%
Chapter I: Habits Related to the Alcohol Consumption. Alcohol Consumption Cessation
24
Being asked about the amount consumed now compared to 30 days ago, 49% indicated they consume the
same amount (compared to 43% in 2012). Also, there was noticed a strong growth – 18 p.p.- among those who
reduced the alcohol amount consumed compared to 30 days ago.
Fig. 8A: If compared to 30 days ago, are you presently drinking more or less, or the same quantity? (question
for alcohol consumers), %
In 2014, the problem of reducing the alcohol consumption was a frequent topic for 13% of the consumers,
compared to 10% in 2012. Less often this topic was approached by 29% in 2014, compared to 21% in 2012.
In 2014, 17% of the alcohol consumers have frequently thought of the damage caused to those around. This
proportion exceeded with 5 p.p. the share of 12% recorded in 2012. This issue was sometimes considered a
problem by 33% of consumers in 2014, compared to the correspondent share of 20% in 2012.
Bad influence of alcohol on personal health was often an issue for 21% of respondents in 2014. In comparison
with 2014, this share is bigger with 4 p.p. than the correspondent share in 2012. At the same time, this concern
was treated sometimes by 42% in 2014, which is by 10 p.p. more than the corresponding share in 2012.
Home discussions about alcohol and its harm were carried sometimes by 44% in 2014, this share being 10 p.p.
bigger than in 2012. For 27% of respondents this topic was often a matter of thinking in 2014, compared to
10% recorded in 2012.
Fig. 8B: In the last 30 days, how often, in general, …? (question for the alcohol consumers), %
Chapter I: Habits Related to the Alcohol Consumption. Alcohol Consumption Cessation
25
In 2014, 20% of the alcohol consumers tried in the last 30 days to drop alcohol consumption. In 2012, this
quota was 16%.
Fig. 8C: Have you tried to diminish the alcohol consumption in the last 30 days?, %
9% of alcohol drinkers indicated that during the last 30 days someone in the family has tried to convince them
to reduce the amount of alcohol consumed.
Fig. 8D: In the last 30 days, did someone from your family try to convince you to reduce the quantity of alcohol
consumed? (question for the alcohol consumers), %
In terms of plans to reduce alcohol consumption, we see a prominent positive trend, compared to 2012. Once
the number of portions consumed by drinkers increases, quota of those planning to reduce alcohol
consumption goes up. 51% of respondents who used to eat 5-10 servings indicated that they have no plans to
reduce alcohol consumption, 7% - plan to reduce the amount consumed later, but not in the next 12 months, 5%
- plan to reduce it in the next 6 -12 months, 9% - in the next six months and 19% - during the next month.
Fig. 8E: Which of the following statements expresses the best your opinion on your consumption of alcoholic
drinks? (question for the alcohol consumers), %
Chapter I: Habits Related to the Alcohol Consumption. Alcohol Consumption Cessation
26
32% of consumers planning to reduce alcohol consumption are absolutely sure that they will reduce alcohol
consumption forever, 21% - very likely will reduce and 18% - perhaps will reduce. Sum of the respondents quota
who are absolutely sure and very likely to reduce alcohol consumption is by 8 p.p. higher compared with the
answers of respondents in 2012 (53% compared with 45%).
Fig. 8F: How likely is it that you will reduce alcohol consumption forever? (question for the alcohol consumers),
%
During the last appointment at the doctor / health check, 11% of all respondents were asked regarding the
habit of drinking alcohol. Quotas did not differ significantly neither when comparing alcohol drinkers with nondrinkers, nor when comparing them to 2012. It is worth mentioning that there was recorded a growing share of
non-consumers who were asked about drinking alcohol habits. This share constitutes 16% in 2014, which is 4
p.p. bigger than the correspondent share in 2012.
Fig. 9I: During the last appointment at the doctor / health check, I was asked about my drinking habits, %
Chapter II: Knowledge and Attitude regarding Excessive Alcohol Consumption
27
CHAPTER II:
KNOWLEDGE AND
ATTITUDE REGARDING
EXCESSIVE ALCOHOL
CONSUMPTION
This chapter presents information on knowledge and attitudes of the respondents regarding
excessive alcohol consumption.
Chapter II: Knowledge and Attitude regarding Excessive Alcohol Consumption
28
CHAPTER II: KNOWLEDGE AND ATTITUDE REGARDING
EXCESSIVE ALCOHOL CONSUMPTION
This chapter contains information about the knowledge and attitudes of Moldovans regarding alcohol abuse.
Data collected in 2014 are analysed in comparison with the results from 2012.
96% of the total sample knew about the fact that alcohol can cause serious health problems, and the quota of
these respondents increased with 16 p.p. compared with 2012 results. Currently, 35% of drinkers agree with
the statement My health would improve if I reduce the amount of alcohol consumed – and this share is bigger
with 6 p.p. than in 2012 - and 18% - with the statement People important to me believe that I should reduce the
amount of alcohol consumed – which is a 11 p.p. decline from 2012.
Fig. 9A: To what extent you agree or disagree with the following statements, %
*In order to get the total answer ”yes”, the answer categories ”fully agree” and ”agree” were united, and for
a ”no” answer, the answers ”fully disagree”, ” disagree” and ”none” were united.
In 2012, N=1501 in cases when all respondents answered the question and N=1165 when only those who
consume alcohol answered the question. In 2014, N=1505 for all respondents and N=1189 for consumers.
Chapter II: Knowledge and Attitude regarding Excessive Alcohol Consumption
29
With reference to what alcohol can cause, in 2014 respondents indicated a higher level of knowledge of
diseases and injuries caused by alcohol consumption. Both drinkers and non-drinkers indicated to a greater
extent liver cancer, hypertension, foetal brain damage, mental retardation and low weight at birth.
Fig. 9B: From what you know, does alcohol provoke the following …?, %
The degree of anxiety regarding alcohol influence of personal health in the future reduced since 2012. The
share of 26% of those extremely and very worried recorded 2 years ago dropped to 13% in 2014.
Fig. 9C: Are you worried about the fact that alcohol will harm your health in the future and if yes, to what
extent? (question only for consumers), %
Chapter II: Knowledge and Attitude regarding Excessive Alcohol Consumption
30
The statement according to which alcohol consumption during the pregnancy can lead to serious disabilities to
child is supported by the great majority of respondents (93%). A noticeable evolution is recorded from 2012,
when only 64% of respondents agreed with this statement.
Fig. 9D: What do you think is the statement: ”Alcohol consumption during the pregnancy can lead to serious
disabilities to the child” true or not?, %
In 2014 there were recorded 5% of respondents who believed that effects related to alcohol consumption
during pregnancy disappear when the child grows up. In 2012 this category of people consisted of 20%. Within
2 years it can be noticed a serious structural change: there appears a significant share of those hesitant toward
this statement, Therefore, is recorded a migration of responses from the supportive side toward the reticent
side.
Fig. 9F: What do you think, is it true or nor that the effects determined by alcohol consumption during the
pregnancy will disappear together with the growing child?, %
45% of Moldovans stated that they ran across some information about the effects of alcohol over the child
during the pregnancy, which is a raise of 5 p.p., if compared to 2012.
Fig. 9G: Have you ran across some information about the effects of alcohol over the child during the
pregnancy?, %
Chapter II: Knowledge and Attitude regarding Excessive Alcohol Consumption
31
Regarding the effects of alcohol on the foetus, 23% of the population considered completely safe to have 1-2
portions of alcohol during pregnancy. As the amount suggested for analysis goes up, the quota of respondents
who consider it safe decreases and the quota of respondents, who consider that alcohol consumption during
the pregnancy is very dangerous increases. However, non-consumers consider alcohol consumption being
hazardous during pregnancy to a greater extent, compared to consumers, regardless of the amount and
frequency of use.
Fig. 9H: Regarding effects of alcohol over the foetus, what do you think, how safe is to have the following
quantities of alcoholic drinks?, % (2014)
Chapter II: Knowledge and Attitude regarding Excessive Alcohol Consumption
32
Chapter III: Social-demographic Profile of the Alcohol Consumer
33
CHAPTER III:
SOCIAL—DEMOGRAPHIC
PROFILE OF THE ALCOHOL
CONSUMER
This chapter presents information regarding the socio-demographical characteristics of the
alcohol consumers.
34
Chapter III: Social-demographic Profile of the Alcohol Consumer
CHAPTER III: SOCIAL-DEMOGRAPHIC PROFILE OF THE
ALCOHOL CONSUMER
This chapter includes the profile data of consumers and non-consumers of alcohol, compared with the total
population profile. Per general, 70% of respondents watch television on a daily basis, 11% - 4-6 times a week,
and 9% - 2-3 times per week. Habits of consumers and non-consumers do not vary significantly, compared to
the total sample. 26% of Moldovans noted that they listen to the radio daily and 9% - 4-6 times a week.
Reading newspapers or magazines occurs less frequently than watching TV and listening to radio. Most
respondents skim them once a week and less often than once a week. Every second respondent uses the
Internet daily and a greater share of alcohol-consumers surfs the internet than non-consumers, the difference
between them being 6 p.p. Both consumers and non-consumers of alcohol go to cinema less often than once a
week.
Childre
n in
familie
s
Going to cinema
Using Internet
Reading newspapers /
journals
Listening to radio
Watching TV
Table 5.1: Social-demographic profile of the alcohol consumer comparing with the profile of a non-consumer, %
Daily
4-6 times a week
2-3 times a week
Once a week
Less often than once a week
Never
I do not remember
No answer
Daily
4-6 times a week
2-3 times a week
Once a week
Less often than once a week
Never
I do not remember
No answer
Daily
4-6 times a week
2-3 times a week
Once a week
Less often than once a week
Never
I do not remember
No answer
Daily
4-6 times a week
2-3 times a week
Once a week
Less often than once a week
Never
I do not remember
No answer
Daily
4-6 times a week
2-3 times a week
Once a week
Less often than once a week
Never
I do not remember
No answer
Yes
No
Alcohol consumer,
N=1189
70
11
10
3
5
1
0
0
26
9
11
5
23
25
1
0
3
3
6
18
39
29
1
0
58
7
5
3
5
22
0
0
0
0
0
0
31
68
1
0
67
Non-consumer,
N=316
71
12
8
2
6
2
0
0
24
9
13
6
21
25
1
0
5
2
8
17
38
26
3
0
54
6
4
2
6
28
0
0
0
0
0
0
26
71
3
0
59
33
41
Total, N=1505
70
11
9
3
5
1
0
0
26
9
11
6
23
25
1
0
4
3
7
18
39
29
1
0
57
7
5
3
5
23
0
0
0
0
0
0
30
68
1
0
66
34
Chapter IV: Multivariate analysis
35
CHAPTER IV:
MULTIVARIATE ANALYSIS
This chapter presents multivariate analysis that was carried out in order to analyse the impact of the
exposure to the campaign on the level of knowledge of the alcohol consumers and of those who do
not drink regarding harms caused by excessive consumption of alcoholic beverages.
36
Chapter IV: Multivariate analysis
CHAPTER IV: MULTIVARIATE ANALYSIS
In order to identify the influence of access to advertising / information on knowledge on health of consumers and non-consumers, logistic regression analysis was carried out. The
criteria marked in green are a part of a model that has a statistical significance. The cells that are marked in dark green, indicate that whether the person has been exposed to the
information campaign or not, it really influences the level of knowledge or his attitude regarding issues related to alcohol consumption, mentioned in the table.
Table 5.1: Attitudes
Alcohol consumers
Attitudes
1
2
3
4
5
6
7
8
9
p
Odds Ratio
Lower limit
Alcohol drinks can cause cancer of the oral cavity, pharynx, larynx, and oesophagus, Chi-squared=44,806, Sig.=0,000
Logistic regression
0,023
1,719
1,079
Alcohol drinks can cause liver cancer, Chi-squared=14,864, Sig.=0,095
Logistic regression
0,353
1,419
0,678
Alcohol drinks can cause breast cancer, Chi-squared=40,094, Sig.=0,000
Logistic regression
0,376
1,184
0,815
Alcohol drinks can cause skin cancer, Chi-squared=54,162, Sig.=0,000
Logistic regression
0,066
1,417
0,977
Alcohol drinks can cause colon/rectal cancer, Chi-squared=31,186, Sig.=0,000
Logistic regression
0,027
1,769
1,067
Alcohol drinks can cause hypertensive diseases, Chi-squared=28,809, Sig.=0,001
Logistic regression
0,407
0,733
0,352
Alcohol drinks can cause diabetes, Chi-squared=29,121, Sig.=0,001
Logistic regression
0,348
1,266
0,774
Alcohol drinks can cause brain damage to foetus, Chi-squared=13,781, Sig.=0,130
Logistic regression
0,787
1,099
0,554
Alcohol drinks can cause low birth weight, Chi-squared=15,966, Sig.=0,068
Logistic regression
0,455
1,324
0,634
Non-consumers
Attitudes
Upper limit
2,74
2,971
1,722
2,054
2,934
1,526
2,071
2,181
2,765
1
2
3
4
5
6
7
8
9
p
Chi-squared=13,286, Sig.=0,150
Logistic regression
0,727
Chi-squared=7,570, Sig.=0,578
Logistic regression
0,490
Chi-squared=33,044, Sig.=0,000
Logistic regression
0,021
Chi-squared=19,472, Sig.=0,021
Logistic regression
0,470
Chi-squared=2,985, Sig.=0,965
Logistic regression
0,878
Chi-squared=18,410, Sig.=0,031
Logistic regression
0,988
Chi-squared=23,217, Sig.=0,006
Logistic regression
0,779
Chi-squared=16,948, Sig.=0,050
Logistic regression
0,995
Chi-squared=11,831, Sig.=0,223
Logistic regression
0,996
Odds
Ratio
Lower limit
Upper limit
1,320
0,278
6,27
0,433
0,04
4,679
1,702
0,746
3,886
0,711
0,282
1,794
1,124
0,252
5,007
0,000
0
.
0,854
0,285
2,564
0,000
0
.
0,000
0
.
37
Chapter IV: Multivariate analysis
Table 5.2: Knowledge
Alcohol consumers
Knowledge
1
2
3
4
p
Odds Ratio
Lower limit
Non-consumers
Knowledge
Upper limit
Alcohol consumption can cause serious health problems, Chi-squared=28,262, sig.=0,001
Logistic regression
0,746
1,101
0,617
1,964
People important to me believe I should reduce the amount of alcohol consumed, Chi-squared=47,736, sig.0,000
Logistic regression
0,237
1,214
0,88
1,676
Alcohol consumption cannot be that bad: many people drink all their lives and live till ripe old, Chi squared=90,467, sig.=0,000
Logistic regression
0,018
1,469
1,069
2,018
My health would improve if I reduced the amount of alcohol consumed, Chi-squared=36,115, sig.=0,000
Logistic regression
0,333
0,881
0,683
1,138
1
p
Chi-squared=9,158, Sig.=0,423
Logistic regression
0,517
Odds
Ratio
Lower limit
Upper limit
2,685
0,135
53,275
1,156
0,632
2,116
N/A
3
Chi-squared=24,281, Sig.=0,004
Logistic regression
0,637
N/A
Chapter IV: Multivariate analysis
38
Conclusions
CONCLUSIONS
39
Conclusions
40
CONCLUSIONS
Analysing the results of research that was conducted in 2014 after the national information campaign regarding
reduction of alcohol consumption among the population of Republic of Moldova – “With a Sober mind”, was
launched in 2014 there might be observed several changes compared to the year of 2012. Particularly, this
research included a larger quota of persons who have consumed an alcoholic beverage at least once (89% as
compared to 78% in 2012) and also a higher quota of people who mainly consume wine (68% as compared to
58% in 2012). However, the quota of those who consumed alcoholic beverages of any kind during the last
month decreased.
The quota of those who have found that in the last three months there have been days when they consumed
more than usual did not change significantly (33% in 2014). Compared to the previous study, there was a slight
increase in the percentage of persons consuming no more than 1-2 portions at a time (+ 3 p.p.). Other
consumption indicators also showed positive trends. Thus, the quota of those who have never consumed five
or more portions at a time in the last year, increased (from 52% to 64%). The vast majority said that last year it
had never happened to them that they were not able to stop once started to consume alcoholic drinks. The
current study also recorded a smaller percentage of people who have found out that in the last year there were
occasions when they were not able to do what was expected of them normally due to alcohol consumption. A
decrease was also in the field of the urge to drink in the morning to recover after a heavy drinking session
(from 19% in 2012 to 13% in 2014).
Regarding the attitudes also there are some positive trends: there is quota increase of the consumers who
discussed with their families about alcohol and its damage to health (+ 27 p.p.), and of those who tried to
reduce their alcohol consumption in the last 30 days (+4 p.p.) and there was an increase of those who are sure
that they will reduce their alcohol consumption.
Knowledge of the population about the harm of alcohol abuse increased if compared to the previous period.
The vast majority of respondents are aware that alcohol can cause serious health problems and one third of
consumers is also aware that their health would improve if they could reduce the amount of consumed alcohol.