Purpose

In recent years, the global consumption of craft beer witnesses remarkable growth. This growth is attributed to the evolving demographics of beer consumers, particularly the emergence of a new generation known as Digitarians or Generation Z. This study aims to analyze the key determinants influencing craft beer consumption among Digitarians.

Design/methodology/approach

An online questionnaire is administered, and a total of 296 completed responses are included in the statistical analysis. The methodology uses logistic regressions combined with a backward selection process and variance inflation factor analysis to address multicollinearity. The logistic regressions are conducted in three steps to delve into the research objective and gain insights into the behavior of young consumers. The stepwise backward selection aids in obtaining robust coefficients as a variable selection tool.

Findings

The results shed light on how Digitarians’ preferences for craft beer are influenced by various factors, including self-perceived knowledge, alcohol content, gender, food pairings, environment and companionship.

Originality/value

To the best of the authors’ knowledge, this paper contributes novel insights by being the first study to explore the significance of craft beer choices among Digitarians, identifying the role of several predictors in their consumption patterns.

中文翻译：

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意大利数字专家对精酿啤酒的偏好

目的

近年来，全球精酿啤酒消费量显着增长。这种增长归因于啤酒消费者人口结构的不断变化，特别是被称为数字主义者或 Z 世代的新一代的出现。本研究旨在分析影响数字主义者精酿啤酒消费的关键决定因素。

设计/方法论/途径

进行了在线调查问卷，统计分析中纳入了总共 296 份已完成的答复。该方法使用逻辑回归结合后向选择过程和方差膨胀因子分析来解决多重共线性。逻辑回归分三个步骤进行，以深入研究研究目标并深入了解年轻消费者的行为。逐步向后选择有助于获得鲁棒系数作为变量选择工具。

发现

结果揭示了数字主义者对精酿啤酒的偏好如何受到各种因素的影响，包括自我认知知识、酒精含量、性别、食物搭配、环境和陪伴。

原创性/价值

据作者所知，本文是第一个探讨数字主义者精酿啤酒选择重要性的研究，并确定了几个预测因素在他们的消费模式中的作用，从而提供了新颖的见解。