Influence of consumption experience on the behavior of craft beer consumers: beginner and experienced consumers

IF 3.4 3区 经济学 Q1 AGRICULTURAL ECONOMICS & POLICY British Food Journal Pub Date : 2023-10-13 DOI:10.1108/bfj-03-2023-0225
Felipe Furtini Haddad, Kelly Carvalho Vieira, João de Deus Souza Carneiro
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Abstract

Purpose This paper aims to identify the profiles of beginner and experienced consumers (BCs and ECs) of craft beer and evaluate their perception, knowledge and purchase intention. Design/methodology/approach A total of 291 craft beer consumers including 148 BCs and 143 ECs participated in the study, which was divided into 2 stages: quantitative research through a questionnaire and conjoint analysis. Findings BCs are mostly female, with a lower age, income and consumption frequency, presented a shallower understanding of International Bitterness Units (IBU) and considered 7.0% alcohol by volume (ABV) as a high-relative value in craft beers. Otherwise, ECs are mostly men with a higher age and consumption frequency, and they don't consider 50 IBU as high bitterness. The results of conjoint analysis indicate that both groups of consumers attribute greater relative importance to ABV and nonalcoholic beers had lower purchase intentions. Finally, the authors show that beer with 30 IBU and 4.5% ABV is preferred by both BCs and ECs. Originality/value The authors' identification about the distinct behaviors of different groups of consumers, based on their consumption time of craft beer, as managerial implications for industries producing craft beer and, as a theoretical contribution, the authors have defined “BCs” and “ECs” based on the experiences with and durations of craft beer consumption.
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消费经验对精酿啤酒消费者行为的影响:初学者和有经验的消费者
本研究旨在确定精酿啤酒初学者和经验消费者(bc和ec)的特征,并评估他们对精酿啤酒的认知、知识和购买意愿。设计/方法/方法共有291名精酿啤酒消费者参与了本研究,其中包括148个bc和143个ec。本研究分为两个阶段:通过问卷调查和联合分析进行定量研究。调查结果显示,BCs主要是女性,年龄、收入和消费频率较低,对国际苦味单位(IBU)的理解较浅,认为7.0%的酒精体积(ABV)是精酿啤酒中较高的相对值。否则,ec多为男性,年龄和消费频率较高,他们不认为50 IBU是高苦味。联合分析的结果表明,两组消费者对ABV的相对重要性更高,而非酒精啤酒的购买意愿较低。最后,作者表明,bc和ec都更喜欢30 IBU和4.5% ABV的啤酒。原创性/价值作者根据精酿啤酒的消费时间对不同消费者群体的不同行为进行了识别,这对精酿啤酒生产行业具有管理意义。作为理论贡献,作者根据精酿啤酒消费的经验和持续时间定义了“bc”和“ec”。
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来源期刊
British Food Journal
British Food Journal 工程技术-食品科技
CiteScore
6.90
自引率
15.20%
发文量
219
审稿时长
18-36 weeks
期刊介绍: After 115 years, the British Food Journal (BFJ) continues to be highly respected worldwide for its broad and unique interdisciplinary coverage of the latest food-related double blind peer-reviewed research. It links all sectors of this dynamic industry, keeping abreast of emerging trends, topical and controversial issues and informing and stimulating debate. - See more at: http://emeraldgrouppublishing.com/products/journals/journals.htm?id=bfj#sthash.O3wH4pEh.dpuf
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