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Title: THE CRAFT BEER - AN APPRECIATED SUSTAINABLE BEVERAGE
THE CRAFT BEER - AN APPRECIATED SUSTAINABLE BEVERAGE

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Matilde Reitano; Gaetano Chinnici; Salvatore Bracco; Roberta Selvaggi; Biagio Pecorino
10.5593/sgem2023V/6.2/s25.48
10.5593/sgem2023v/6.2
1314-2704
978-619-7603-66-8
English
23
6.2
•    Prof. DSc. Oleksandr Trofymchuk, UKRAINE 
•    Prof. Dr. hab. oec. Baiba Rivza, LATVIA
Advances in Biotechnology
This study aims to provide an overview of the craft beer industry and consumption in order to identify consumer preferences. More specifically, it aims to identify a target group of consumers and their willingness to pay (WTP) for craft beer and to enrich knowledge about consumer preferences and the product attributes that influence these preferences. Data were collected through a questionnaire completed by 231 participants. To evaluate the WTP for a 0.33 cl craft beer, they were asked to choose from five price levels starting from “> 3 and < 4 euro” with an increase of 1 euro for each interval. To assess the influence of intrinsic and extrinsic characteristics of beer quality on consumer choice, a Likert scale was proposed on: color, transparency, alcohol content, consistency, aroma, bitterness, raw materials, provenance, brand, price, label, market availability. The results of the study reveal that the majority choose to consume craft beer because they believe it is of higher quality and tastes better, which is why they are willing to spend more than on industrial beer. Consumers' preferences regarding craft beer attributes highlighted as most significant: body, aroma, brand and price. No recent studies have examined a model comparing these aspects, so this study could contribute to the development of new knowledges. Moreover, craft beer is more sustainable than the industrial one, so consumers attitude to buy and drink it should be encouraged.
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This research was carried out in line with the project titled “Characterization of a typicalSicilian malt through the introduction of cultivation methods and of innovative rawmaterials (Inno.Malto)” funded by the Measure 16 Cooperation of the RuralDevelopment Programme (Regional) – Sicily. CUP G66D20000250009.
conference
https://doi.org/10.5593/sgem2023V/6.2/s25.48
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Proceedings of 23rd International Multidisciplinary Scientific GeoConference SGEM 2023
23rd International Multidisciplinary Scientific GeoConference SGEM 2023, 28-30 November, 2023
Proceedings Paper
STEF92 Technology
International Multidisciplinary Scientific GeoConference-SGEM
SWS Scholarly Society; Acad Sci Czech Republ; Latvian Acad Sci; Polish Acad Sci; Russian Acad Sci; Serbian Acad Sci and Arts; Natl Acad Sci Ukraine; Natl Acad Sci Armenia; Sci Council Japan; European Acad Sci, Arts and Letters; Acad Fine Arts Zagreb Croatia; Croatian Acad Sci and Arts; Acad Sci Moldova; Montenegrin Acad Sci and Arts; Georgian Acad Sci; Acad Fine Arts and Design Bratislava; Russian Acad Arts; Turkish Acad Sci.
393-400
28-30 November, 2023
website
9623
craft beer, quality perception, willingness to pay, sustainability