Impact of Basic Human Values on Alcohol Use as a Coping Strategy During Chronic Stress: Insights for Sustainable Health Behaviours

Alcohol misuse has been a persistent challenge in Hungary, and the COVID 19 pandemic intensified the complexities of how people respond to collective stress. This study offers several new insights into the problem. First, drawing on a nationally representative survey of Hungarian adults, we move beyond broad patterns to pinpoint which demographic and social factors most influenced alcohol consumption during the pandemic. The analysis shows that increased drinking was more common among older adults and women, and among those experiencing financial hardship, while caregiving responsibilities (children under 14 in the household) were associated with a greater likelihood of increase rather than protection. Second, this research deepens understanding by applying Schwartz’s Theory of Basic Human Values in combination with a Heckman selection model. This approach distinguishes not only who drinks, but also how intrinsic values shape drinking behaviour under stress. Disaggregating the ten basic values reveals that Power (status/dominance) was a robust predictor of increased alcohol use across models; Achievement (competence/goal attainment) showed a modest protective tendency; and Hedonism, net of thrill seeking and status, was negatively associated with escalation. In contrast, social focus values (e.g., benevolence, universalism, tradition) did not consistently predict change once other values and covariates were considered. Finally, the study provides practical guidance for policymakers. The findings suggest that reducing alcohol misuse will require more than rules or information campaigns: value tailored strategies (e.g., framing moderation as professionalism for Power oriented groups, emphasising performance for Achievement, and promoting mindful “savouring” for Hedonism) should be paired with supports that mitigate economic stress. Attention must also be given to the ways risk behaviours cluster and how financial strain can make communities more vulnerable.