BEYOND THE BOTTLE: CAUSES AND EFFECTS OF DRINKING BEHAVIOR AMONG GIN CONSUMERS IN BIGBIGA, SUDIPEN, LA UNION

This qualitative study explores the underlying causes and perceived effects of drinking behavior of ten male adult residents who regularly consume gin in Bigbiga, Sudipen, La Union. Through in-depth interviews, the research aims to understand the personal, social and cultural factors that influence individuals to engage in regular gin consumption, as well as the consequences they experience. The study used purposive sampling to identify participants who are known gin drinkers within the community. Data gathered from semi-structured interviews were analyzed thematically to extract recurring patters and insights. Preliminary findings reveal that drinking is deeply rooted in social traditions, coping mechanisms for emotional stress and as a means of recreation. However, the behavior also contributes to strained family relationships, financial challenges and health issues. This research hopes to contribute to local policymaking, health education and future community-based interventions. It also emphasizes the importance of understanding rural drinking culture not just through statistics, but through lived experiences and local narratives.