THE EFFECT OF EXTERNAL INFLUENCES ON THE CONSUMPTION OF ALCOHOLIC DRINKS IN IDAH KOGI STATE

ABSTRACT This study examined the effect of external influences on the consumption of alcoholic drinks in Idah, Kogi State. Alcohol consumption has become a significant social and public health concern, particularly among youths and young adults. The study investigated how factors such as peer pressure, family background, media advertisements, socio-economic status, cultural practices, and availability of alcoholic beverages influence drinking behavior in the area. A descriptive survey research design was adopted for the study. Data were collected through structured questionnaires administered to selected respondents within Idah Local Government Area. The findings revealed that peer influence and media advertisement play a major role in encouraging alcohol consumption, especially among young people. Family environment and cultural acceptance of alcohol were also found to significantly affect drinking habits. Furthermore, easy accessibility and low pricing of alcoholic beverages contributed to increased consumption. The study concluded that external social and environmental factors significantly influence alcohol consumption patterns in Idah. It recommended increased public awareness campaigns, stricter regulation of alcohol advertisements, parental guidance, and community-based interventions to reduce excessive alcohol consumption and its associated health and social consequences. Keywords: External influences, alcohol consumption, peer pressure, media