Motivations Behind Craft Beer Online Buying Habits among Italian Millennials

Rivaroli, Sergio, Hingley, Martin and Spadoni, Roberta (2022) Motivations Behind Craft Beer Online Buying Habits among Italian Millennials. In: Researching Craft Beer: Understanding Production, Community and Culture in an Evolving Sector. Emerald Publishing Limited, UK, pp. 195-223. ISBN 9781800431850

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Motivations Behind Craft Beer Online Buying Habits among Italian Millennials
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Few published studies have examined which values and motives might
encourage the purchase of craft beer (CB) over the Internet by Millennials.
This study aims to investigate the motivations behind CB online buying
habits among Millennials, and the chosen context is Italy. Adopting a
revised model of the Alphabet Theory, a questionnaire-based consumer
survey was designed. The data were collected in Italy, between January and
April 2020, from a convenience sample composed of 273 interviewees aged
25–39. A structural equations model was estimated using a three-stage least
squares regression. The interviewees were segmented into two groups based
on their habits of purchasing CB online, using a triadic split procedure.
The findings confirm the significant role played in Millennials’ attitudes
towards CB online purchasing habits. Specifically, within the whole
sample, our concern was with the essential role played by online product
availability. The impulsive desire to discover a moment of pleasure is the
principal aspect influencing Millennials’ attitudes (among those who are
more inclined to purchase CB online). Whereas, for consumers less inclined,
sensorial aspects, self-identity and local identity remain relevant. Given the
lack of research on Millennials in this purchasing context for CB, this study
breaks new ground to better understand this group and the CB consumer
culture in this evolving sector. These findings shed new light on making
and selling CB, as well as on the interests of beer consuming communities.
The findings may help marketing managers develop appropriate marketing
strategies based on a better understanding of Millennial-specific needs.

Keywords:Craft beer, Millennials, E-commerce, Italy, Alphabet Theory
Subjects:N Business and Administrative studies > N500 Marketing
Divisions:Lincoln International Business School
ID Code:46271
Deposited On:09 Sep 2021 14:25

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