Craft beer mon amour

An exploration of Italian craft consumers

Bibliographic Data

ID21296580
AuthorsAnna Carbone (0000-0003-0522-4049, Università degli Studi della Tuscia), Luisangela Quici (Università degli Studi della Tuscia)
Year2020
Volume122
Issue8
Pages2671-2687
Publication date2020-01-08
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueBritish Food Journal (JOURNAL)
Journal identifiersISSN: 0007-070X • E-ISSN: 1758-4108
PublisherEmerald (PUBLISHER)
DOI10.1108/bfj-07-2019-0476
OpenAlexW3004055857
LanguageEN
Citations received4
References cited29

Purpose The purpose of this paper is to contribute understanding tendencies of the Italian demand for craft beer. More in details, it seeks at exploring consumers’ awareness about craft beer, their attitudes, habits and behaviors. It also aims at assessing the impact of each and all these features on consumers’ choice. At last, the paper frames different consumers’ profiles. Design/methodology/approach The analysis is based on an online survey associated with a choice experiment designed for assessing willingness to buy (WTB) and willingness to pay (WTP) for craft vs industrial beer. Factors influencing consumers’ expenditure for craft beer are explored via an OLS estimation of a simple regression model. Afterwards, different consumers’ profiles are depicted via cluster analysis. Findings The survey shows that, overall, Italian consumers appreciate craft beers and are interested in this market. Socio-demographic characteristics impact this inclination but have no significant influence on the results of the choice experiment. Market knowledge, preferences and consumption habits influence consumer spending. Five different consumer profiles emerge. Originality/value The research proposes a combined original methodology for assessing beer consumers’ features and their impacts on beer WTB and WTP. The complementary perspectives adopted provide new insights on craft beer demand. Results are of interest for craft brewery managers and for the design of policies aimed at promoting and expanding the sector. Enlarging the sample and improving its representativeness would allow for more general results

Advertising · Business · Consumption (sociology) · Craft · Economics · Geography · Originality · Representativeness heuristic · Sample (material) · Sociology · Statistics · Value (mathematics) · Willingness to pay · Consumer Behavior in Brand Consumption and Identification · Marketing · Mathematics · Organic Food and Agriculture · Psychology · Wine Industry and Tourism

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