“I drink for vibes”: applying social theories to understand alcohol use amongst South African adolescent girls and young women

Problematic alcohol use in South Africa is widespread. Alcohol use amongst adolescent girls and young women (AGYW) is increasingly normalised and socially accepted despite associated risks. Applying social theories to interpret data from qualitative interviews with 68 AGYW aged 15-24 years, we explore social norms surrounding alcohol use. Key themes included peer influence, family and household contexts of drinking, and cultural alcohol use. Respondents described using alcohol as a coping mechanism and for escapism, and its negative impacts on mental and physical health, finances, and education. This analysis frames AGYW alcohol consumption through a sociological lens, moving beyond individualistic and biomedical frameworks to understand social norms that underpin AGYW’s drinking behaviours. This investigation can inform future interventions and policies.