Exploring consumer perceptions of no- and low-alcohol craft beers

Abstract

Purpose This two-part exploratory study aims to investigate the perceptions of active lifestyle individuals and general craft beer consumers toward no- and low-alcohol craft beers. The influence of advertising appeals is also tested to determine the effectiveness of value-expressive and guilt appeals in determining switching behaviors. Design/methodology/approach The first study used a mixed-methods approach to determine perceptions and switching behaviors for active lifestyle individuals. The first part of the study presented respondents with one of three advertisements, the ads were designed to either elicit a value expressive appeal, a guilt appeal or a control. The second part of this study presented respondents with a series of open-ended questions seeking further information on their perceptions and preferences regarding no- and low-alcohol craft beers. The second study assessed perceptions of general craft beer consumers as they related to the three advertisements. Findings The results of this quantitative studies did not find any significant differences between the three ad slogans; however, the results of the qualitative study do indicate differing perceptions and potential switching behaviors for active lifestyle individuals. Research limitations/implications This research advances knowledge on advertising appeals for no- and low-alcoholic craft beers. Practical implications Brewers and marketers gain insights into two different consumer groups perceptions and potential switching behaviors toward no- and low-alcohol craft beers. Originality/value This research tests how advertising appeals influence perceptions and potential switching behaviors of active lifestyle individuals and general craft beer consumers toward no- and low-alcohol craft beers.