1,721,043 research outputs found
What motivates Czech and International “Millennial-aged” university students to consume craft beers?
No full textAn interesting subset of Millennials are university students. The study investigates 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 Behavior, a simultaneous equations model was used by performing a 3-stage least squares (3SLS) regression. The data were obtained from three hundred and five students aged between 18 and 35 (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 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 Theory of Planned Behavior by incorporating consumers’ self-identity 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
Using food choice questionnaire to explain Millennials’ attitudes towards craft beer
Full text linkThis study investigated the relationship between Millennials’ attitudes towards drinking craft beer and food choice factors grounding the Food Choice Questionnaire (FCQ) to explore consumer priorities and concerns towards this alcoholic beverage. A survey was administered online to five craft beer thematic groups on Facebook (N = 273 craft beer enthusiasts), including FCQ’s items and items assessing attitudes towards drinking craft beers. Correlation analysis after defining the factor structure of the FCQ that best describes the sample indicated that sensorial appeal, mood and (online)convenience had a positive association with attitude towards drinking craft beer; weight control, instead, discourages the consumers’ attitude towards drinking craft beer. Results confirmed the validity of the FCQ and pinpointed as craft breweries must consider these factors both in designing their products and tailoring communications strategies
Attitudes and Motivations Toward Craft Beer Consumption: An Explanatory Study in Two Different Countries
No full textThis study adopts a revised model of the Theory of Planned Behaviour incorporating self-identity and desire for unique consumer products to understand and predict consumers’ motivation to drink craft beer in Germany (N=210) and Italy (N=211). Data were analysed using Partial Least Squares modelling (PLS) approach. The findings provide support that the extended TPB model is a useful tool for understanding the consumers’ choice to drink craft beer. The results confirm the major role played by consumers’ attitudes and self-identity. Mediation analysis indicates a potential indirect effect from self-identity, subjective norms and the desire for unique consumer products on individual behaviour both in the German and Italian sample. Implications for theory are discussed for further research developments within the context of consumption of crafted food products
Multifunctional farming in Emilia-Romagna region: an analysis through agricultural census data
Full text linkThis study presents a new approach to evaluate the level of multifunctionality at farm level adapting the H index of entropy proposed by Shannon (Shannon, 1963; Horowitz, 1970). Using the information gathered from the VI General Agricultural Census of 2010, the study offers a realistic snapshot of the intensity of the multifunctional character of farms located in Emilia-Romagna region. The findings of this explorative analysis suggest that it is possible to identify two opposite farm profiles. On the one hand, small “conventional” farms characterized by a multifunctionality index equal or close to zero recognized by Andersen et al. (2013) as “pensioners”. On the other, large farms in which entrepreneurs (and their families) are generally younger and more receptive to innovative ideas. Among these typologies there are numerous farms characterized by moderate levels of multifunctionality. The approach developed here contributes to fill the gap regarding the measurement of the intensity of multifunctionality at farm level.Dans ce travail, nous allons parcourir une nouvelle approche pour l’évaluation du ni-veau de la multifonctionnalité des exploitations agricoles en adaptant l’indice de bio-diversité de Shannon (indice H’) (Shannon, 1963 ; Horowitz, 1970). En utilisant desdonnées extraites du VIerecensement général de l’agriculture (2010), cette étude don-ne un aperçu réaliste de l’intensité du caractère multifonctionnel des exploitations si-tuées dans la région Emilie-Romagne. Les résultats de cette analyse suggèrent qu’ilest possible d’identifier deux profils opposés d’exploitations. Les petites exploitations«conventionnelles», d’une part, caractérisées par un indice de multifonctionnalité égalou proche de zéro, comparées par Andersen et al. (2013) à des «retraités». Et d’autrepart, les grandes exploitations dans lesquelles les entrepreneurs (et leurs familles) sontgénéralement plus jeunes et plus ouverts aux idées novatrices. Dans cette catégorie, ily a de nombreuses exploitations caractérisées par un niveau modéré de multifonc-tionnalité. L’utilisation de cette approche permet de réduire l’écart existant dans la me-sure de la multifonctionnalité au niveau des exploitation
A dual approach to evaluating the agricultural productivity of fruit farms in Emilia-Romagna
No full textProductivity analysis is a frequent topic on the agenda for many researchers, whose efforts are focused both on establishing adequate measurement criteria and then applying them to specific case studies. Based on accountancy micro-data for 2000 to 2009 for a group of fruit-growing farms, the purpose of this study was to verify the similarity between two methods of productivity measurement: the total factor productivity (TFP) index and the Malmquist index. The results broadly confirm the substantial congruence of the two indices and show an increase in productivity of fruit farms in Emilia-Romagna region . However, the results should be carefully interpreted, since the productivity fluctuations during the decade suggest this kind of analysis should be conducted using medium-to-long term time series data, and secondly that the TFP index seems to be generally higher than the Malmquist index, implying that these measures are suitable for an overview of trends rather than exact measures of productivity
Is craft beer consumption genderless? Exploratory evidence from Italy and Germany
Full text linkThis study aimed to investigate the gendered nature of craft beer consumption in Italy and Germany. Data were collected through online surveys in Italy (N=211) and Germany (N=210). Based on an enhanced version of the Theory of Planned Behavior, mean-value-difference tests and moderated-regression analyses with gender as moderator was performed to test gender effects on craft beer consumption behaviour. Our results provide evidence that the gap in craft beer consumption behaviour is not very pronounced. In the German sample, gender did not moderate the effects of the model components on behavioural intent. However, the study found significant mean differences in all model variables. In the Italian sample, gender did moderate the effects of several components of the Theory of Planned Behavior on behavioural intention. Hence, craft beer consumption appears to represent an opportunity for Italian women to negotiate their womanhood in a historically masculine-dominated space. Limitations of our data are the focus on two specific countries, the use of small-sized samples, and the prediction of behavioural intentions instead of actual behaviour. The study may help marketing managers in developing appropriate marketing strategies based on a better understanding of gender-specific needs in craft beer consumption. Our investigation provides the first comparative analysis of gender-specific behavioural pattern in craft beer consumption in two European countries characterised by notably different beer cultures
Competitive Drivers in Marsala's Wineries
No full textThe objective of this article is to identify and evaluate the competitive strategies of niche enterprises selling traditional protected designation of origin (PDO) wine in domestic and international markets. This study employs themultidimensional scaling unfolding technique to analyze the perceptions of 24 representatives of wine-making firms located in theMarsala area (Sicily, Italy). The cognitivemaps highlight management choices regarding the competitive driving forces between 2007 and 2011. The results of this study reveal firms’ two main competitive strategies. The first strategy focuses on managing the functional assets; depending on the competitive environment in which the enterprises operate, the outcome seems to comply with Hotelling’s model. The second strategy seeks to successfully exploit positional assets—such as the ability to manage intangible resources that have a strong emotional component—that are perceived to strengthen a firm’s competitiveness by differentiating it from similar enterprise
Perceived Value of Precision Agriculture in the Vineyard: Combining the van Westendorp Pricing Analysis and Experimental Auctions
Full text linkThe wine market is increasingly sensitive to sustainability issues, thus calling for the use of environment-friendly productive processes. What is the willingness of consumers to pay for such products? This work aims to investigate how consumers perceive the value of a “precision viticulture” with respect to Italian wine “Falanghina del Sannio” using a mix of hypothetical and real scenarios, that is, the hypothetical van Westendorp’s Price Sensitivity Meter (PSM) and real experimental auctions employing the Becker-deGroot-Marschak (BDM) mechanisms. The value of the attribute “precision viticulture” ranges between 19.86% and 24.51% (optimally 22.20%) of the total value of a hypothetical sustainable bottle of wine. In particular the attribute “precision viticulture” would maximize revenue if priced 2 Euros. A 1% increase in the price of the new wine associated with “precision viticulture” would lead to a 2.26% reduction in the quantity demanded. Finally, results suggest that the higher the value of a regular bottle of wine, the higher the consumer’s WTP for the “precision viticulture” attribute
Purchasing food to counteract Mafia in Italy
Full text linkPurpose
The paper aims to investigate pro-social behaviour of Italian consumers during the decision-making process of buying food produced in lands confiscated from Mafia-type organisations. This is assumed as a form of buycotting, thus as an ethical purchasing choice to contribute to social change.
Design/methodology/approach
Data from 339 interviews were elaborated with a cluster analysis. The difference between groups was confirmed using MANOVA, whereas the multivariate multiple regression analysis was carried out to assess the difference between clusters.
Findings
Three types of consumer groups are identified: absolutists, exceptionists and subjectivists.
Coherent with previous studies, findings also highlight the relevance of information acquisition and of the self-effectiveness perception as key factors to stimulate pro-social behaviours.
Originality/value
With a social marketing perspective, the paper offers useful suggestions to promote political consumerism as a critical choice to contribute to fight against Mafia-type
organisations and to spread a culture of lawfulness
- …
