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Abstract

The topic of alcohol consumption and conflicts has been explored in several context not only because consumers do not have a good consumption culture, but also because alcohol consumption often leads to social violence (Nasse, 2018; Nasse, Ouédraogo & Diop, 2019). Most of the studies on the topic are done in other contexts. Little research on the subject has been conducted in Burkina Faso. Therefore, this research aims to explore the concepts of alcohol consumption and conflicts in the context. Burkina Faso is a country where religion plays a significant role. However, alcohol consumption is increasing (Sow, 2005), even among consumers who are believers, but ignorance in the sector of marketing seems to be a barrier that favors unethical consumption. The research is a mixed approach. The qualitative data collection is performed with a voice recorder by the means of some semi-structured interviews. Then, the qualitative data is transcribed by hand. The quantitative data is collected by the means of a questionnaire. The qualitative data and the quantitative data are performed using sphinx IQ software. The results show that social class moderates the relationship between alcohol consumption and conflicts.