The present study provides initial evidence that a higher level of desire for social distance towards individuals with AUDs is independently associated with increased perceived stigma, stereotypes and negative emotional reactions among Chinese adults. Specifically, consistent with previous findings, stronger perceptions of public stigma, beliefs in personal responsibility for AUDs, higher fear levels, less willingness to help, and a greater tendency to avoid contribute to the desire for social distance.
Contrary to previous findings [13], this study found that a higher level of recognition AUDs as mental illnesses was associated with increased desire for social distance from people with AUDs. In this study, the majority of participants labelled AUDs as mental illnesses and recognised the connection between AUDs and a biopsychosocial model. However, the recognitions coexist with perceptions of lack of willpower, dangerousness, perceived stigma, and a desire for social distance. It implies that alcohol-related stigma may be intertwined with the overall stigma surrounding mental illnesses. The results could help interpret previous findings that despite an increasing knowledge about alcohol use disorders, high levels of public stigma have persisted and, in some cases, worsened [23, 47]. While the recognition of alcohol use disorders as mental illnesses is essential for promoting a comprehensive approach to treatment and support [13, 48], equally critical is the need to address pervasive stigmatised attitudes associated with mental illness.
In China, health insurance plans generally encompass treatment for alcohol use disorders. However, the extent of reimbursement of medical expense varies significantly based on specific insurance plans [49]. Remarkably, a significant majority of the respondents in this study opposed health insurance coverage for alcohol-related treatment, which was associated with perceptions of personal responsibility, unwillingness to help, avoidance and a desire for social distance. This stance could lead to discrimination within the healthcare system and hinder the provision of adequate care [50].
In alignment with previous research [13, 23], heightened perceptions of dangerousness and responsibility were correlated with increased tendencies to avoid, elevated negative emotions such as pity, anger and fear, and a greater desire for social distance. Conversely, higher perceptions of dangerousness and treatment optimism were associated with a greater willingness to help. Safety concerns may drive individuals in collectivistic society, such as China, to engage in helping behaviours that mitigate perceived risks and benefit the collective community [51, 52]. Additionally, an optimistic attitude towards treatment could play a role, as individuals may believe that their assistance can contribute positively to the recovery journey of those with AUDs [53, 54].
However, the public perception of treatment optimism, a proxy of controllability [55], might also create an expectation that individuals should be able to manage their alcohol use problems with available treatments. The failure to meet expectations may result in increased blame and social rejection, especially in Chinese society that emphasise on self-control [6]. Recognising the dual nature of treatment optimism as a double-edged sword in addressing alcohol-related stigma, efforts should extend beyond merely promoting optimism about treatment outcomes to fostering a no-blame perception to reduce stigma and support recovery [56]. Given the significantly low treatment rate for AUDs in China [4], there is a high demand to promote treatment availability and accessibility of AUDs treatment.
Consistent with the reactions observed towards individuals with substance use disorders [6], the negative emotional responses, including pity, fear and anger, were associated with heightened perceived dangerousness, responsibilities and treatment optimism. Pity was associated with more willingness to help, which aligns with previous research indicating that pity might elicit compassion and thus promote supportive behaviour [12]. While pity is often considered as a moral virtue and reflects a compassionate response to someone’s suffering [57], it did not show a significant correlation with perceived stigma or a desire for social distance.
Our findings suggest that perceptions of societal attitudes towards individuals with AUDs could lead to discriminatory behaviour towards the stigmatised group. Stigma emerges as individuals with AUDs are categorised as members of an out-group [16]. This categorisation, especially pronounced in collective societies like China, makes it more likely that people conform to dominant cultural beliefs [58, 59], resulting in discrimination. These results suggest that stigma reduction campaigns in China should aim to address negative attitudes and discriminatory behaviour of the general public [60].
Some limitations to this study need to be considered. First, compared to the general Chinese population, this study had more female, younger participants with higher education levels. Specifically, younger people in this study showed less desire for social distance towards individuals with AUDs, potentially leading to less stigmatising attitudes compared to the general population. Furthermore, the findings may not generalise well to those who are less active online or chose not to participate in this study. Second, there is no causality or potential direction of the associations can be drawn from this cross-sectional study. Third, self-report desire for social distance, rather than observed discriminatory behaviour, was used as a proxy for measuring discrimination. Fourth, a few variables, including (mis-)conception and attributions, were assessed with a single item, providing limited information. This may reduce the sensitivity and statistical power of the analyses. Lastly, social desirability may lead to potential underreporting of stereotypes and the desire for social distance, while leading to an over-reporting of the willingness to help.
Despite these limitations, findings from this study have research and clinical implications for stigma reduction and the improvement of social integration for individuals with AUDs. Highlighting the multifaceted causes of AUDs may help dispel misconceptions and stereotypes, fostering a more supportive and understanding environment for individuals with AUDs. Comprehensive public mental health programmes should address both mental illnesses in general and alcohol use disorders specifically. Without tackling the broader issue of mental illness stigma, educating the public that alcohol use disorders are mental illnesses may inadvertently worsen alcohol-related stigma. Culturally sensitive anti-stigma campaigns need to focus on addressing negative attitudes and discriminatory behaviours by promoting non-blamed causal attributions [61, 62]. Programmes like the Honest, Open, Proud peer-led group programme [63], which support individuals with lived experience to share their recovery stories, can enhance public respect and contribute to stigma change [8]. Future research should develop targeted stigma reduction programmes for various stakeholders, including healthcare professionals, media outlets, policymakers, policemen, employers, and community networks.
In conclusion, this study presents novel findings that highlight heightened perceived public stigma, personal responsibility, fear, more withholding help, and avoidance as significant factors associated with the desire for social distance from individuals with AUDs. The findings underscore the urgent need for targeted stigma reduction programmes that emphasise non-blame attributions and facilitate contact strategies to enhance helping behaviours and social acceptance. Efforts through policy advocacy and population-based anti-stigma campaigns may be critical in fostering a supportive environment for individuals with AUDs.