Zero-alcohol beverage aisle placement and social norms around alcohol: A cultural perspective from Aotearoa New Zealand

An experimental design with four conditions explored ethnic differences in perceptions of aisle placement of zero-alcohol beverages and social norms around alcohol. Findings from 809 responses showed aisle placement did not affect social norms (descriptive and injunctive), intentions to buy, or consume alcohol. No significant differences were found between Māori, Pasifika, and the general population. Theoretical contributions extend the theory of normative social behavior to include aisle placement effects and the importance of referent groups from a cultural perspective. Managerial contributions suggest health marketing interventions to boost zero-alcohol beverage purchases and reduce alcohol harm.