Beer without the Buzz – Attitudinal and behavioral characteristics of low- and no-alcohol beer consumers in the Northeastern USA
Despite increased demand for low- and non-alcoholic craft beverages (e.g., beer, seltzers) in the USA over the past five years, little is known about who consumes such products, what attributes these consumers respond to positively, or how their product choices are informed by attitudes and behaviors, such as health concerns about consuming alcohol, and how important locally available options are to them. Accordingly, we launched an online survey in the fall of 2021 that included a Discrete Choice Experiment (DCE) for product vignettes (six factors with four or five levels each), situational open-ended questions about product use, and validated psychographic (e.g., Drinking Motives DMQR, VARSEEK, health conscientiousness HCS) and demographic responses. For DCE data, Utilities and Importance Scores were estimated at the individual level by a hierarchical Bayes algorithm. Next, an exhaustive chi-square automatic interaction detector (ECHAID) was used to identify segments of likely consumers of low- and no-alcohol products, followed by psychographic and demographic characterization of these segments. Among panelists (n=981), the most important factors in product choices were beverage type (beer vs. non-beer options) and alcohol content, while price, location of production, type of producer, and container size were less important. Across the overall sample, low alcohol options showed negative utility scores, but using ECHAID, we identified several segments of likely consumers of low- and no-alcohol beers. Based on this segmentation, Education level, consumption of specific beer types, VARSEEK and HCS scores, and the conformity aspect of the DMQR were important factors. These aspects were also reflected in the open-ended situational comments.
|Beer without the Buzz – Attitudinal and behavioral characteristics of low- and no-alcohol beer consumers in the Northeastern USA
|CC BY-NC 4.0 (Attribution-NonCommercial)
|August 1, 2022
|February 17, 2023
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