Brewing sustainability: assessing environmental concerns and consumers’ attitudes towards sustainable craft beer purchase intentions

Abstract

Purpose This study aims to investigate the interplay between environmental concerns, consumer attitudes and their influence on sustainable practices within the craft beer industry, exploring how consumers’ perception of environmental attributes impact their purchase intentions regarding craft beer. Design/methodology/approach The study used a quantitative approach, using a self-administered survey instrument comprised 28 Likert-scale items. Data was gathered from a convenience sample of 319 craft beer consumers. Confirmatory factor analysis was conducted to assess the measurement model’s validity and reliability. Subsequently, partial least squares structural equation modeling was used to test the hypothesized relationships. Findings This study’s findings challenge established notions within the field, demonstrating that water conservation, carbon footprint reduction, organic farming and local sourcing practices hold significant influence on consumers’ purchase intentions regarding sustainable craft beer. These findings depart from previous research that suggested a less pronounced impact of specific sustainability practices on consumer behavior. Research limitations/implications This study contributes to the literature by revealing consumer insights into the environmental implications of craft beer choices, empowering them to make informed purchasing decisions aligned with their sustainability values. However, acknowledging potential limitations, sample size and demographic composition (young adults in Brazil) potentially impact the generalizability of the findings. Originality/value This study addresses the understanding of consumer attitudes and priorities regarding environmental sustainability within the craft beer industry. By focusing on the tangibility of specific sustainable attributes the research shows how these practices influence consumer perceptions and purchasing intentions.