ABSTRACT

Beer brewing is a water intensive industry, which has led breweries to adopt different water conservation practices such as buying water offsets or using reclaimed water. In order to encourage widespread adoption of these practices, it is important that breweries see the benefits of their efforts. Beyond benefiting the environment, sustainable business practices can influence consumer behavior. To examine these effects on macro and craft brewers, we conducted a 2 (brewery type) by 3 (conservation practice) between-subjects online experiment. Results indicated any type of conservation practice increases purchase intentions for craft or macro breweries. However, although craft beer drinkers report being more concerned about water scarcity and more supportive of sustainability efforts, water conservation practices do not increase purchase intentions for macro beers among those who typically drink craft beer.

摘要

啤酒酿造是一个水密集型行业，这导致啤酒厂采取不同的节水做法，例如购买水补偿费或使用再生水。为了鼓励人们广泛采用这些做法，酿酒厂必须了解自己的努力所带来的好处。除了有益于环境之外，可持续的商业行为还可以影响消费者的行为。为了检查这些对大型啤酒和精酿啤酒的影响，我们进行了2个（酿酒厂）乘3（自然保护做法）主题间在线实验。结果表明，任何类型的保护实践都会增加精酿啤酒或大型啤酒厂的购买意愿。但是，尽管精酿啤酒饮用者表示更加关注水资源短缺问题，并更加支持可持续性工作，