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What motivates Czech and international “millennial-aged” university students to consume craft beers?

Sergio Rivaroli (Department of Agricultural and Food Sciences, University of Bologna, Bologna, Italy)
Vratislav Kozák (Department of Management and Marketing, Tomas Bata University, Zlín, Czech Republic)
Roberta Spadoni (Department of Agricultural and Food Sciences, University of Bologna, Bologna, Italy)

International Journal of Wine Business Research

ISSN: 1751-1062

Article publication date: 5 August 2019

Issue publication date: 19 August 2019

Abstract

Purpose

An interesting subset of millennials are university students. This study aims to investigate motivations to drink craft beers in a sample of Czech and International University students in Prague (Czech Republic).

Design/methodology/approach

Adopting a revised model of the theory of planned behaviour (TPB), a simultaneous equations model was used by performing a three-stage least squares (3SLS) regression. The data were obtained from 305 students of 18 and 35 years of age (152 Czechs and 153 Internationals) at the Czech University of Life Sciences (CULS), who completed a face-to-face interview using a questionnaire.

Findings

The findings confirm the major role played by self-identity (SI) on the intention to drink craft beers, in the whole sample, and the key role played by the perception of being able to drink, for the Czechs participants only. Attitudes and social pressure towards craft beer consumption are of secondary importance, whereas the desire for uniqueness is not a relevant aspect in the participants’ decision of drinking craft beers.

Originality/value

The study deepened the TPB by incorporating consumers’ SI and the desire for unique consumer products as additional constructs to explain the intention of drinking craft beers. Given the long tradition of brewing in the Czech Republic and its significant role in the global marketplace, the understanding of local and foreign millennials’ intention to drink craft beers would contribute to increase knowledge on consumer behaviour, bringing beneficial effects to the brewing sector. Further research developments, within the context of handcrafted food consumption, stem from the discussion of the theoretical implications.

Keywords

Acknowledgements

The authors are grateful to the editor and to the three anonymous referees for their helpful comments on an earlier draft of this paper. Thank you as well to Beatrice Baldi for her editing feedback and Franco Salvetti for data collection.

Citation

Rivaroli, S., Kozák, V. and Spadoni, R. (2019), "What motivates Czech and international “millennial-aged” university students to consume craft beers?", International Journal of Wine Business Research, Vol. 31 No. 3, pp. 441-455. https://doi.org/10.1108/IJWBR-11-2018-0067

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited