Craft Beer Consumption: The Roles of Motivation and Personal Involvement

Although craft beer has been gaining attention in the alcoholic beverage industry, few studies have focused on consumer dynamics of consumption behaviors. This study identifies relationships among intrinsic/extrinsic motivational factors, personal involvement, and consumption. We propose test a model which intrinsic extrinsic motivations are interacted to predict involvement with beer. how affect behavior finding moderating role for motivation mediating creating involvement. The findings this suggest that effective marketing strategies should emphasize distinctive aspects personalized characteristics differentiate it from mass-produced results provide insight into factors consumers’ behavior. Few examined holistic consumers their psychometric perspective; therefore, contributes literature by expanding understanding behaviors market examining roles as predictors