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

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dc.title What motivates Czech and international "millennial-aged" university students to consume craft beers? en
dc.contributor.author Rivaroli, Sergio
dc.contributor.author Kozák, Vratislav
dc.contributor.author Spadoni, Roberta
dc.relation.ispartof International Journal of Wine Business Research
dc.identifier.issn 1751-1062 OCLC, Ulrich, Sherpa/RoMEO, JCR
dc.date.issued 2019
dc.type article
dc.language.iso en
dc.publisher Emerald Group Publishing Ltd.
dc.identifier.doi 10.1108/IJWBR-11-2018-0067
dc.relation.uri https://www.emerald.com/insight/content/doi/10.1108/IJWBR-11-2018-0067/full/html
dc.subject Craft beers en
dc.subject Millennial-aged students en
dc.subject Self-identity en
dc.subject Theory of planned behaviour en
dc.subject Uniqueness en
dc.description.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. © 2019, Emerald Publishing Limited. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1009031
utb.identifier.scopus 2-s2.0-85070272942
utb.identifier.wok 000481778000009
utb.source j-scopus
dc.date.accessioned 2019-08-21T11:44:10Z
dc.date.available 2019-08-21T11:44:10Z
utb.ou Department of Management and Marketing
utb.contributor.internalauthor Kozák, Vratislav
utb.wos.affiliation [Rivaroli, Sergio; Spadoni, Roberta] Univ Bologna, Dept Agr & Food Sci, Bologna, Italy; [Kozak, Vratislav] Tomas Bata Univ, Dept Management & Mkt, Fac Management & Econ, Zlin, Czech Republic
utb.scopus.affiliation Department of Agricultural and Food Sciences, University of Bologna, Bologna, Italy; Department of Management and Marketing, Tomas Bata University, Zlín, Czech Republic
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