The influence of consumption values on craft beer purchase decisions in Bangkok and perimeter

This research investigates the impact of consumption values on craft beer purchase decisions among consumers residing in Bangkok and the Perimeter. The study focuses on five key consumption values: functional value, social value, emotional value, epistemic value, and condition value. Employing a quantitative research approach with a deductive method, data was collected through online questionnaires from a target sample of 172 respondents. The survey, conducted from November 14 to November 30, 2023, garnered responses from 230 participants.The findings reveal that a significant number of consumers base their craft beer purchase decisions on functional and emotional values. Notably, consumers express a willingness to invest more in craft beer that aligns with their preferences for healthy ingredients and exhibits high quality. Concurrently, emotional value plays a crucial role as consumers consider the self-expression benefits associated with their craft beer choices. This phenomenon suggests that consumers are inclined to incorporate personal values into their purchasing decisions, reflecting a connection between their individual values and the outcomes of selecting specific craft beers.This research contributes to the understanding of consumer behavior in the context of craft beer purchase decisions, shedding light on the complex interaction of functional and emotional values. The findings provide valuable insights for craft beer producers and marketers seeking to align their offerings with the diverse and evolving preferences of consumers in Bangkok and the perimeter.