Stress, values, and alcohol use:
What the pandemic reveals about coping behaviours in Hungary
Zoltán Bakucs, Zsófia Benedek, Imre Fertő, József Fogarasi
How and why did alcohol consumption change in Hungary during the COVID-19 pandemic, and what does this tell us about how societies respond to chronic stress? Drawing on a nationally representative survey conducted in June 2021, Bakucs, Benedek, Fertő and Fogarasi examine how basic human values shape the probability of increasing alcohol use during periods of sustained uncertainty. Their findings show that behavioural responses to crises are driven not only by demographic and economic factors but also by deeper motivational structures.
Although Hungary did not experience a generalised rise in alcohol consumption, the overall stability masks substantial heterogeneity. More than half of the adult population abstains from alcohol entirely, and among those who do drink, the majority reported no change in their habits during the pandemic. Only three percent said they increased their consumption. Yet this small share is highly concentrated: older adults, women, individuals facing financial strain, and households with young children were significantly more likely to report higher drinking levels. Notably, households with children under 14 were less likely to consume alcohol at all, but among those who did drink, the burden of home-schooling, reduced childcare, and work–family conflict increased the incidence of heavier consumption. This duality mirrors international evidence on the differentiated stress impacts of caregiving.
The study’s main contribution lies in showing that changes in drinking behaviour are strongly conditioned by people’s value orientations. Using Schwartz’s Theory of Basic Human Values, the authors find that the value of “Power” – reflecting preferences for status, influence, and control – is by far the most consistent predictor of increased alcohol use under stress. Individuals for whom social status and dominance are important were systematically more likely to report higher consumption, holding demographics and socioeconomic factors constant. This pattern aligns with the role of alcohol in status-coded social rituals in many professional environments, where participation in drinking occasions can serve as a signal of belonging or success.
By contrast, “Achievement” values – associated with goal orientation and performance – exhibit a mildly protective effect. Individuals with high achievement orientation appear more likely to regulate their alcohol use to maintain productivity. Surprisingly, “Hedonism” values do not increase risk; on the contrary, the study finds that once separated from thrill-seeking and status motives, hedonism is associated with a lower probability of increased drinking. Hedonistic individuals appear to prefer selective, pleasure-focused consumption rather than more frequent or stress-driven drinking. Socially oriented values such as universalism, benevolence, or tradition show little predictive power once other factors are accounted for.
Economic stress exerts a strong and independent effect. Respondents who reported a deterioration in their financial situation during the pandemic were significantly more likely to increase their alcohol use, consistent with evidence linking uncertainty and anxiety to substance use. The study also identifies correlations between alcohol use and broader lifestyle patterns: high consumption of sugary soft drinks, for example, is positively related to higher alcohol intake, suggesting clustering of risk behaviours.
Taken together, the findings suggest that conventional alcohol policies – taxation, availability restrictions, or generic information campaigns – are insufficient during periods of chronic stress. Effective interventions must account for heterogeneous motivations. For individuals with strong Power values, moderation may need to be framed not as a health concern but as a form of professionalism or self-control. For achievement-oriented groups, communication emphasising productivity and performance may be more salient. For hedonists, offering alternative sources of enjoyment – cultural activities, gastronomy, recreational programmes – may substitute for stress-related drinking.
The results also imply that supporting financially vulnerable households and easing caregiving burdens can reduce the stressors that drive harmful coping strategies. Workplace culture plays a critical role as well: in many professional settings, drinking remains closely tied to social capital and status signalling. Encouraging alcohol-free networking events or normalising premium non-alcoholic beverages may help decouple status from alcohol use.
More broadly, the research demonstrates that behavioural responses to crises are shaped not only by circumstances but also by what individuals value. Policymaking that ignores these motivational structures risks limited effectiveness. As Hungary’s pandemic experience illustrates, understanding stress-driven behaviours requires integrating economic, psychological, and cultural perspectives. Policies that reflect this complexity are better positioned to mitigate harmful drinking not only during crises but also in everyday life.
Bakucs Zoltán, Benedek Zsófia, Fertő Imre, Fogarasi József: Impact of Basic Human Values on Alcohol Use as a Coping Strategy During Chronic Stress: Insights for Sustainable Health Behaviours.
Studies in Agricultural Economics, 127(3) 187-195 https://doi.org/10.7896/j.3093
