Italian Consumers: Craft Beer or No Craft Beer, That Is the Question

The aim of our study is to investigate the factors that drive craft beer consumption choices in Italy. To this end, we simultaneously analyze purchase intentions and actual craft beer consumption. The theoretical approach took into account the main doctrinal frameworks, particularly those most widely used in marketing studies. Through PLS-SEM analysis (partial least squares structural equation modeling), we examine how consumption habits, liking, appeal, territorial identities, and perceived quality shape intentions and also the actual behavior of Italian consumers towards craft beer. The results highlight how attractiveness and interest in the craft beer phenomenon, lifestyle, and curiosity for new flavors and aromas demonstrate an openness to craft beer and a new cultural identity among consumers. In many cases, respondents stated that they wanted to support local craft breweries and the local economy. Consumer trust in agri-food products is closely linked to their perception of authenticity and compliance with quality and safety standards. A better understanding of these aspects could help everyone involved in the entire supply chain implement more effective and targeted campaigns.