Baiano Antonietta
Dipartimento di Scienze Agrarie, Alimenti, Risorse Naturali e Ingegneria (DAFNE), University of Foggia, 71122 Foggia, Italy.
Foods. 2025 Jul 7;14(13):2399. doi: 10.3390/foods14132399.
The Italian market for non-alcoholic beer is very small, with a volume per capita of around 0.7 L. However, there are interesting prospects for future growth for reasons ranging from strict traffic code rules on the quantity of alcohol ingested to simple curiosity. This research aimed to investigate the willingness of Italian consumers/potential consumers to pay for non-alcoholic beer. To accomplish this, a questionnaire was administered using the Google Forms application. Three hundred and ninety-two people participated in this survey voluntarily and without monetary compensation. A probit regression model was used to estimate the impact of certain sociodemographic characteristics (number of inhabitants of the place of residence, region of residence, age group, gender, education level, employment situation, and annual net income), participants' consumption habits with respect to alcoholic beer, and participants' knowledge of and preference for non-alcoholic beers with respect to willingness to pay for non-alcoholic beers. The prices respondents were willing to pay ranged from EUR 1.51 to 2.00 for a 33 cL glass bottle. Only two factors significantly affected ( < 0.1) non-alcoholic beer WTP, namely, "Age" and "Non-alcoholic beer color". WTP decreased as the age of the respondents increased and was higher for the darker beer.
意大利的非酒精啤酒市场规模很小，人均消费量约为0.7升。然而，由于从严格的交通法规对酒精摄入量的规定到单纯的好奇心等各种原因，未来增长前景可观。本研究旨在调查意大利消费者/潜在消费者为非酒精啤酒付费的意愿。为此，使用谷歌表单应用程序进行了问卷调查。392人自愿参与了此次调查，且未获得金钱补偿。使用概率回归模型来估计某些社会人口特征（居住地居民数量、居住地区、年龄组、性别、教育水平、就业状况和年度净收入）、参与者对酒精啤酒的消费习惯以及参与者对非酒精啤酒的了解和偏好对非酒精啤酒支付意愿的影响。受访者愿意支付的价格为每33厘升玻璃瓶1.51欧元至2.00欧元。只有两个因素对非酒精啤酒的支付意愿有显著影响（<0.1），即“年龄”和“非酒精啤酒颜色”。支付意愿随着受访者年龄的增加而降低，对于颜色较深的啤酒支付意愿更高。
