Comportamento do consumidor de cerveja artesanal: um estudo com consumidores de Juiz de Fora – Minas Gerais

Abstract

From the 2010s onward, the Brazilian beer market underwent a profound transformation driven by the emergence of craft beer (CB). This movement was not restricted to Brazil; rather, it constituted a global phenomenon that originated in the United States in the 1970s and subsequently spread worldwide, reaching Brazil in the 2010s. The state of Minas Gerais (MG) represents one of the largest markets for this beverage in Brazil and currently holds the fourthhighest number of registered breweries, totaling 242 establishments, of which 20 are located in the city of Juiz de Fora (JF). This city stands among the most significant brewing hubs in both the state and the country. Scientific research on craft beer began to demonstrate significant growth from the 2010s onward, encompassing multiple dimensions of this market. One such dimension concerns the study of craft beer consumer behavior, which gained increasing prominence in the international academic arena starting in 2015. It is within this context that this dissertation is situated. The research problem guiding this study is formulated as follows: What are the behavioral variables involved in the craft beer consumption process in the city of Juiz de Fora, Minas Gerais? Based on this research problem, the primary objective of this dissertation is to identify the behavioral variables underlying the craft beer consumption process in the city of Juiz de Fora, Minas Gerais. To achieve this objective, the theoretical framework is grounded in consumer behavior theories, with particular emphasis on the Theory of Planned Behavior (TPB). The TPB was employed in a qualitative research design to guide the explanation and description of the behavioral variables associated with craft beer consumption. Additionally, two systematic literature reviews (SLRs) were conducted—one international and one national—addressing craft beer consumer behavior, with the aim of providing further theoretical support for the empirical investigation. The field research was carried out through two focus group sessions (totaling nine participants) and six individual interviews. The findings indicate that the TPB constitutes an appropriate analytical framework for explaining the behavioral variables associated with craft beer consumption, particularly through the Attitude construct, which proved to be the most explanatory factor regarding participants’ motivations and consumption patterns. Nevertheless, the remaining constructs - subjective norms and perceived behavioral control - also generated relevant insights that contributed to understanding how the craft beer consumption process is socially and cognitively constructed.