This paper explores the influence of social norms on illicit alcohol consumption in Embakasi East, focusing on the interplay between community attitudes, peer influence, and accessibility factors. Guided by the premise that prevailing social norms significantly shape drinking behaviours, a quantitative research design was adopted, employing descriptive and correlational approaches. Data were obtained from 119 adult consumers of illicit alcohol through survey questionnaires. Statistical analysis, including ANOVA, revealed that peer acceptance of illicit drinking, perceived normalisation of alcohol misuse within social circles, and affordability were key predictor norms of consumption patterns. Results also indicate that normalised social tolerance towards illicit alcohol is closely linked to the density and accessibility of unlicensed outlets, creating a reinforcing cycle of demand. The findings underscore the need for multi-level interventions combining community-based norm change strategies with stricter control of illicit alcohol availability to effectively address harmful consumption behaviours.
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