CRAFT BEER AND INTENSITY OF PURCHASE: A PSYCHOLOGICAL ANALYSIS OF CONSUMER INTENTIONS

Although the great importance that craft beer has had in recent times, the number of studies on it is still very scarce compared to those on wine. The first part of this paper explain that microbreweries and craft beer itself, are imbued with local community/culture and that the production of this product is particularly tied to the territory and its cultural and simbolic heritage. In detail, this study represents a first exploration of the psychological factors that influence the purchase and intensity of consumption of this product. Results emerged reveal a close relationship between the consumption of craft beer and purely social reasons, and confirm the current consumers trend that favor and prefer natural and green products, healthy eating, environmental sustanaibility and in general have healthy lifestyle.