Alcohol consumption continues to be prevalent and is on the rise in many countries, posing a grave risk for the health and wellbeing of millions and creating a strain on health services worldwide. A hopeful trend has emerged, however, as consumers' growing preference for healthier, sustainable lifestyles has led traditional alcoholic brands to innovate, launching reduced or non-alcoholic (NoLo) options. This aligns with the SDGs and is reflected in NoLo spirits representing four of Spain's top ten disruptive innovations of 2022. This paper uses a mixed methodology in a qualitative-quantitative sequential approach to gain insight into this phenomenon. The study involved 13 in-depth interviews with HoReCa (an acronym for Hotels, Restaurants, and Caterings) professionals and four focus groups among consumers. Second, behavioral reasoning theory (BRT) was used in a quantitative study aiming to explore motivations for and against consuming NoLo spirits. Data from a survey of 620 participants was conducted and analyzed using SEM-PLS to measure the antecedents of consumer's behavioral intention towards NoLo spirits and to gauge the potential for marketing opportunities. The research reveals that the purchase intention of NoLo spirits is strongly related to health consciousness, while enjoying the effects of alcohol for fun and entertainment, and the social pressure to drink hinders its consumption. In addition, it was found that “reasons for” are more substantial than “reasons against” the consumption of those beverages, differing significantly by age group. Results offer implications for theory and practice, including recommendations for practitioners and regulators willing to improve sustainability in the industry. Further, this paper helps augment the innovation adoption literature by using BRT in the paradoxical context of consumers' increasing alcohol abuse despite their professed attempts to adopt healthier lifestyles.

中文翻译：

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品味可持续生活：探索消费者对无酒精或低酒精烈酒态度的驱动因素和障碍

酒精消费仍然很普遍，并且在许多国家呈上升趋势，对数百万人的健康和福祉构成严重风险，并给全世界的卫生服务造成压力。然而，随着消费者对更健康、可持续生活方式的日益偏好，传统酒精品牌不断创新，推出低酒精或不含酒精 (NoLo) 的选择，一种充满希望的趋势已经出现。这与可持续发展目标一致，并反映在代表 2022 年西班牙十大颠覆性创新中四项的 NoLo 烈酒中。本文采用定性-定量序贯方法中的混合方法来深入了解这一现象。该研究对 HoReCa（酒店、餐厅和餐饮的缩写）专业人士和四个消费者焦点小组进行了 13 次深度访谈。其次，行为推理理论 (BRT) 用于定量研究，旨在探索支持和反对消费 NoLo 烈酒的动机。使用 SEM-PLS 对 620 名参与者的调查数据进行分析，以衡量消费者对 NoLo 烈酒的行为意图的前因，并评估营销机会的潜力。研究表明，NoLo烈酒的购买意愿与健康意识密切相关，同时享受酒精的乐趣和娱乐效果，饮酒的社会压力阻碍了其消费。此外，研究发现，饮用这些饮料的“理由”比“反对”饮用这些饮料的理由更为重要，而且不同年龄段的人差异显着。结果对理论和实践都有影响，包括为愿意提高行业可持续性的从业者和监管者提供建议。此外，尽管消费者声称试图采用更健康的生活方式，但消费者酗酒现象却日益增多，本文通过使用 BRT 来帮助扩大创新采用文献。