Skip to the main content

Agroeconomia Croatica, Vol. 15 No. 1, 2025.

Original scientific paper

https://doi.org/10.69680/ac.15.1.1

Consumer Preferences in Craft‐Beer Consumption: An Analysis of Attitudes and Behavior in the Croatian Market

Valentina Jurić ; Fakultet agrobiotehničkih znanosti Osijek, Sveučilište Josipa Jurja Strossmayera u Osijeku, Vladimira Preloga 1, Osijek, Hrvatska
Ružica Lončarić ; Fakultet agrobiotehničkih znanosti Osijek, Sveučilište Josipa Jurja Strossmayera u Osijeku, Vladimira Preloga 1, Osijek, Hrvatska
Jelena Kristić orcid id orcid.org/0000-0003-4465-2900 ; Fakultet agrobiotehničkih znanosti Osijek, Sveučilište Josipa Jurja Strossmayera u Osijeku, Vladimira Preloga 1, Osijek, Hrvatska *
Ana Crnčan orcid id orcid.org/0000-0002-9320-8550 ; Fakultet agrobiotehničkih znanosti Osijek, Sveučilište Josipa Jurja Strossmayera u Osijeku, Vladimira Preloga 1, Osijek, Hrvatska
Lucija Pečurlić ; Fakultet agrobiotehničkih znanosti Osijek, Sveučilište Josipa Jurja Strossmayera u Osijeku, Vladimira Preloga 1, Osijek, Hrvatska
Sanja Jelić Milković orcid id orcid.org/0000-0003-0505-6970 ; Fakultet agrobiotehničkih znanosti Osijek, Sveučilište Josipa Jurja Strossmayera u Osijeku, Vladimira Preloga 1, Osijek, Hrvatska

* Corresponding author.

Full text: croatian pdf 212 Kb

versions

page 4-13

downloads: 269

cite

Abstract

This paper analyzes consumer preferences and attitudes toward craft beer compared with industrial beer, focusing on the factors that influence purchasing decisions. The research was conducted using an online survey of a sample of 132 respondents, the majority of whom were younger people and students. The results show that flavor, quality, and packaging were the most important factors when choosing the craft beer, while a price, limited information, and availability were the most common barriers to consumption. Statistically significant differences in attitudes were also detected in relation to the gender, age, occupation, and education level. The respondents who indicated a higher likelihood of future craft‐beer purchases placed more importance on product information, availability, and uniqueness, suggesting that their decisions were not only shaped by rational considerations but also by emotional and cultural factors.

Keywords

craft beer, consumer preferences, intrinsic and extrinsic characteristics

Hrčak ID:

334396

URI

https://hrcak.srce.hr/334396

Publication date:

1.8.2025.

Article data in other languages: croatian

Visits: 760 *