hal-05633806 Good tastes ? The role of values and flavours among craft beer consumers : A (…)

Purpose This paper investigates the factors shaping craft beer consumers' choices in a rural, wine-oriented region of Southwestern France. It proposes a multidimensional consumer typology that accounts for sensory preferences (taste and conviviality), socio-demographic characteristics and value-based attitudes (local development and environmental protection). Design/methodology/approach An online questionnaire was administered between January and May 2024 across craft beer channels (including direct sales, specialised bars, festivals, online forums and random street survey), yielding 516 responses from regular and occasional consumers. The questionnaire covered consumption habits, environmental attitudes, craft knowledge and socio-demographic characteristics. Analysis combined multiple correspondence analysis, hierarchical cluster analysis and lexicometric analysis. Findings Five consumer profiles emerged: Joyful Epicureans, Refined Connoisseurs, Occasional Tasters, Explorers and Curious Classicists. Taste and conviviality dominate across profiles. Local economic support motivates consumers moderately; environmental and territorial engagements remain weak. The results highlight attitude-behaviour gaps, as respondents articulate ethical concerns while their reported choices prioritise enjoyment, habit and situational constraints. Originality/value This study combines quantitative clustering and qualitative lexicometric methods to map craft beer consumers. It reveals that craft beer consumption sits at the intersection of hedonism, sociality and moderate civic engagement rather than strong environmental commitment, challenging assumptions about political consumerism in local food movements. Findings inform targeted strategies for producers and local development actors.