Alcohol consumption among university students is a continuing concern for the population (Wilk et al., 1997; DOH, 2005) and the general behaviours influenced by alcohol involve violence, unsafe sexual tendencies leading to unwanted pregnancies, sexually transmitted diseases, injuries and a rise in illegal activities (Bewick et al., 2007). The World Health Organisation European Region (2006) state that although women overall only account for 20% to 35% of alcohol consumption in Europe, the proportion is still the highest in the world; they have also presented shocking figures concerning premature mortality rates (an increase of 15% between 2000-2002) stating 6.3% of deaths in Europe are alcohol related. These statistics don't necessarily pin point the student population being a main eye of concern, however the student lifestyle and adopted culture is very well known throughout Europe. In 2008 Bewick et al had found university students decreased their alcohol consumption throughout their years of study, however although there is a reduction, rates still remain high; the majority of interventions aimed at minimising this issue, in particular those designed by the government, are made for an indifferent audience (Oei and Morawska, 2004) thus accentuating the difficulty in reaching the student population. Although there has been development in theories and treatments for alcohol related problems, many studies have still focused primarily on gathering demographic variables and a variety of other unmodifiable factors (Oei and Morawska, 2004). The incorporation of typical strategies including various educational tools, scare tactics, modifications of university drinking policies and using peer education have been found to be ineffective (Oei and Morawska, 2004) and can suggest why there has been very little advancement in the production of effective intervention designs. .
Self-Efficacy is a salient predictor of intention and behaviour change and underlines its relevance of inclusion in all prominent health behaviour theories (Oei and Morawska, 2004).
