How Consumers' Need for Variety and Social Consumption Influences Festival Patronage and Spending

This article investigates the influence of motivational goals such as variety seeking and social consumption on consumers' patronage spending at craft beer festivals. In doing so, we develop test a number hypotheses by examining information collected via means survey questionnaire proposed in 2017 to visitors large festival UK. Findings our analysis unveil how cognitive engagement affects individuals' behavior with regard responding financially engage Results also identify an important mediator effects related consumption. From managerial perspective, findings reveal attributes affecting drivers towards beers, contributing understand which dimension consumer their behaviors. Overall, study provides fresh empirical evidence terms identifying recognizing behaviors defining future trends sector.