Keywords: Consumer responsibilization
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Journal Articles

“Be wildly responsible”: how alcohol brands use social media to promote responsible drinking among young consumers in the UK

Suwan Wen, Jonatan Södergren
Journal: Young Consumers: Insight and Ideas for Responsible Marketers
Young Consumers: Insight and Ideas for Responsible Marketers (2025)
https://doi.org/10.1108/YC-05-2025-2536
Published: 01 October 2025
... norms around drinking. The study also identifies gaps between the responsible messaging promoted by brands and the actual impact on consumer behavior, highlighting how these messages often fail to encourage consumer responsibilization. Corresponding author Jonatan Södergren jonatan.sodergren...
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