The adoption of environmental practices in craft breweries: The role of owner-managers’ consumption values, motivation, and perceived business challenges

Abstract

This quantitative survey-based study is based on the theory of consumption values and the value-motivation-behavior association. It explores how craft brewery owner - manager’ consumption values of green products in their personal lives influence the adoption of environmental practices in their businesses. The study also investigates the relationship between the motivation to adopt environmental practices (MAEP) and the actual adoption of such practices (AEP) in craft breweries. In addition, the study examines the impact of perceived business challenges (PBC) on the motivation-adoption relationship. Results from 236 craft brewery owner-manager from the Brewers Association, employing multiple regressions, showed that four consumption values: social, emotional, conditional, and epistemic, significantly influenced MAEP in their craft breweries. However, only emotional, and conditional values influenced MAEP positively, as hypothesized. Results also confirmed a significant positive relationship between MAEP and AEP. Furthermore, PBC significantly weakened the relationship between motivation and adoption. Based on the findings, numerous takeaways are offered for related stakeholders.