This study qualitatively examined the beliefs that lead to binge drinking among working women in their 20s and 30s with some problem drinking. We based this study on the “behavioral beliefs”, “normative beliefs”, “efficacy beliefs” and “behavioral control beliefs” used in Theory of Planned Behavior and the Integrated Behavioral Model. We interviewed working women in their 20s-30s (N=8), which indicated positive and negative aspects of binge drinking behavioral belief, respectively, enjoying social contacts and feeling uplifted, and physical discomforts and financial readjustment. Moreover, subjective norms belief indicated that the people around the participants did not interfere with binge drinking, although their relatives criticized excessive drinking. Perceived behavioral control and belief in efficacy indicated that participants perceived the amount of drinking based on its influence on their life and health. They decide whether to binge drink according to the environment. We have discussed how to verify factors suppressing binge drinking by working women in their 20s-30s and conduct experimental research on this topic.
