Psychographic segmentation of alcohol quitters in behaviour change maintenance mode: utilisation of the activity interest opinion (AIO) framework

Purpose This study aims to cluster psychographic activities, interests and opinions of alcohol quitters in behaviour change maintenance mode to form segmentation bases for social policy and alcohol policy formulation that sustain the behaviour change. Design/methodology/approach A two-step cluster analysis was used to segment a cross-sectional sample of n = 501 former alcohol consumers based on their activity interest and opinion (AIO) framework through a multiple-response survey design. Findings Five clusters were found across five AIO themes of “people socialised with”, “relationship interest”, “ingredients of a good relationship”, “party activities” and “outing dressing”. The clusters were honesty-based relationship seekers, spiritual- and intellectual-based relationship seekers, attention seekers in a healthy relationship, self-conscious seeking a healthy relationship, and sincere, spiritual and intellectual-based relationship seekers. Practical implications The findings present an opportunity for social policy design that encourages alcohol-free social space creation, strong family ties, community and spiritual growth and incentives for long-term relationships as means of sustaining alcohol quitters’ behaviour. Equally, alcohol policies that match the themes of the clusters can be designed to aid sobriety sustenance. Originality/value This study advances knowledge of behaviour change maintenance and provides lifestyle segments of alcohol quitters as bases for further social and alcohol policy design to sustain gains in behaviour change.