Sustainable Beer: Testing the Effects of Water Conservation Messages and Brewery Type on Consumer Perceptions

ABSTRACT Beer brewing is a water intensive industry, which has led breweries to adopt different water conservation practices such as buying water offsets or using reclaimed water. In order to encourage widespread adoption of these practices, it is important that breweries see the benefits of their efforts. Beyond benefiting the environment, sustainable business practices can influence consumer behavior. To examine these effects on macro and craft brewers, we conducted a 2 (brewery type) by 3 (conservation practice) between-subjects online experiment. Results indicated any type of conservation practice increases purchase intentions for craft or macro breweries. However, although craft beer drinkers report being more concerned about water scarcity and more supportive of sustainability efforts, water conservation practices do not increase purchase intentions for macro beers among those who typically drink craft beer.