Consumer‐Orientation Effects in Sustainable Beer Valuation

Abstract

ABSTRACT This paper examines whether consumers' valuation of a product‐level sustainability claim differs according to their beer‐consumption orientation. Using a discrete choice experiment with 1046 Spanish beer consumers, we estimate conditional logit and panel mixed logit models to analyse willingness to pay for a sustainability claim in beer. The results show a significant average willingness to pay of €1.31 for sustainability. Scenario‐based estimates indicate a higher total willingness to pay among craft beer consumers (€1.97) and a lower total willingness to pay among alcohol‐free beer consumers (€0.89). However, the corresponding interaction effects are not statistically significant at conventional levels. These results provide robust evidence of a positive average consumer valuation of sustainability, while differences associated with beer‐consumption orientation remain exploratory rather than conclusive. The findings highlight substantial heterogeneity in the valuation of sustainable beer attributes and call for cautious interpretation of differences across consumer orientations.