The Effectiveness of a Protection Motivation Theory Intervention to Reduce Alcohol Use in Young Canadian Adults

Alcohol use among young Canadian adults is widespread and increasing evidence links alcohol consumption to the development of colorectal cancer. With rising rates of colorectal cancer in younger populations, targeted prevention strategies are essential. This study evaluated the effectiveness of an online intervention grounded in Protection Motivation Theory (PMT) to reduce alcohol use in young Canadian adults. 186 participants aged 19–25 were randomized to a PMT-based video intervention or an attention control. Surveys assessing PMT constructs, drinking intentions, and alcohol use were completed at baseline, 1-week, and 4-week follow-up. Analyses revealed a significant treatment group by time interaction for all PMT constructs, intentions, and behaviour. Participants in the intervention group reported higher perceived severity, vulnerability, response efficacy, and self-efficacy, alongside greater intentions to reduce alcohol use and lower actual drinking. Results suggest that manipulating PMT components can effectively reduce drinking intentions and behaviour, offering valuable guidance for future interventions.

Name thesis:degree_name

MA

Discipline thesis:degree_discipline

Kinesiology

Grantor dc:publisher

The University of Western Ontario

Year dc:date.issued

2025

Author dc:creator

• Moses, Nicole

Advisor dc:contributor.advisor

• Prapavessis, Harry

• Alcohol
• Protection Motivation Theory
• Threat Appraisal
• Coping Appraisal
• Intention
• Behaviour

Language dc:language.iso

en

Handle dc:identifier.uri

https://hdl.handle.net/20.500.14721/38502

OAI identifier oai:identifier

oai:uwo.scholaris.ca:20.500.14721/38502