"What motivates Czech and international ""millennial-aged"" university students to consume craft beers?"
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F19%3A63523593" target="_blank" >RIV/70883521:28120/19:63523593 - isvavai.cz</a>
Result on the web
<a href="https://www.emerald.com/insight/content/doi/10.1108/IJWBR-11-2018-0067/full/html" target="_blank" >https://www.emerald.com/insight/content/doi/10.1108/IJWBR-11-2018-0067/full/html</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1108/IJWBR-11-2018-0067" target="_blank" >10.1108/IJWBR-11-2018-0067</a>
Alternative languages
Result language
angličtina
Original language name
"What motivates Czech and international ""millennial-aged"" university students to consume craft beers?"
Original language description
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.
Czech name
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Czech description
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Classification
Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
V - Vyzkumna aktivita podporovana z jinych verejnych zdroju
Others
Publication year
2019
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
International Journal of Wine Business Research
ISSN
1751-1062
e-ISSN
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Volume of the periodical
31
Issue of the periodical within the volume
3
Country of publishing house
GB - UNITED KINGDOM
Number of pages
15
Pages from-to
441-455
UT code for WoS article
000481778000009
EID of the result in the Scopus database
2-s2.0-85070272942