PSYCHOSOCIAL STUDY ON THE PREVALENCE OF MISCONCEPTION TOWARDS ALCOHOL CONSUMPTION AND BEHAVIOUR IN AN ESTATE COMMUNITY: WITH REFERENCE TO PITAKANDA ESTATE, MATALE

Abstract

Alcohol consumption and related behaviours are prevalent in the Pitakanda Estate, Elkaduwa Plantation, leading to numerous social issues due to widespread misconceptions. Many community members make excuses and adopt maladaptive behaviours and norms that favour alcohol consumption, which have become blindly accepted over time. This alcohol consumption has become a part of their culture and daily life, with people believing in the misconceptions built around this behaviour rather than scientific rationale, largely due to the community’s socio- economic background and low education levels. People's perceptions of alcohol consumption and behaviour differ based on social modernization, subjective opinions or experiences, cultural background, social norms, social status, vulnerability, and societal misconceptions regarding alcohol use. These perceptions often overshadow the scientifically proven rationale behind alcohol consumption and the unfavourable behaviours associated with it, eventually leading to social problems such as domestic violence, child abuse, addiction, suicide, and poverty within the community. The primary objective of this study was to examine the perceptions of people towards alcohol consumption and behaviour in the Pitakanda Estate, Elkaduwa Plantation, and to identify the differences between scientific facts and mythological beliefs regarding alcohol use and behaviour. To achieve this, a mixed methodology was utilised, incorporating both quantitative and qualitative methods to collect data through questionnaires, key informant interviews, and case studies. An exploratory research design was employed, with snowball and expert sampling techniques used to select respondents for the study. Quantitative data were analysed using Excel sheets and tabulation methods, while qualitative data were analysed using thematic analysis. The major findings revealed that misconceptions about alcohol use and behaviour are leading to family disputes and dysfunction within the community. There is a significant difference between the scientific effects of alcohol and the mythological effects that the community believes. These myths, perpetuated by the alcohol industry and political influences over time, conceal the social issues that emerge from alcohol use, which the community fails to recognize at a glance. Addressing these myths and educating the community on the scientific facts about alcohol consumption is crucial for resolving these social issues and improving overall community well-being.