Effects on beer attribute preferences of consumers' attitudes towards sustainability: The case of craft beer and beer packaging

Abstract

Beer consumers are becoming increasingly discerning about the products they buy, and the value they attach to sustainable brewing is growing. The aim of this research was to analyse how consumers' attitudes towards sustainability influence their preferences for out-of-home beer. Different beer attributes were consider including price, beer packaging, type of brewing (industrial, craft) and the alcohol content of beer. The research also sought to identify consumer segments that exhibit more positive attitudes towards more sustainable beer production. By using data from surveys of Spanish beer consumers, the results show that beer consumers that are more committed to sustainability are those that attach the least importance to price and are more interested in craft beers. The perception of craft beer as a more local or handcrafted is the proposed reason for this preference. In terms of beer packaging, this segment of more environmentally committed consumers value glass bottles over cans; however, they do not show a clear preference for keg beer, which would be a more sustainable form of consumption.