Publication
New production innovation : uncovering the consumption drivers and barriers of the emerging “NoLo” drinks category : a qualitative study in French-speaking Belgium
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Rita, Miguel | |
| dc.contributor.author | Hodjeff, Nastasya | |
| dc.date.accessioned | 2024-05-23T11:39:54Z | |
| dc.date.available | 2024-11-23T01:31:00Z | |
| dc.date.issued | 2024-01-26 | |
| dc.date.submitted | 2024-01-03 | |
| dc.description.abstract | This thesis presents a comprehensive analysis of the no and low alcoholic (NoLo) beverage industry within the French-speaking regions of Belgium. It first establishes a foundation with an industry analysis before articulating the problem statement: What drives consumer choice for NoLo beverages, and what are the barriers? Guided by this, two pivotal research questions are posed: one explores the motivations for choosing alcohol-free drinks that mimic alcohol and the other delves into the obstacles to NoLo's consumption. Based on a detailed literature review, hypotheses were formulated to guide the investigation. Subsequent to this groundwork, qualitative research was held, where the study employed 22 in-depth interviews to probe generational differences, health motivations, social influences, and cultural ties, particularly focusing on how these factors shape the acceptance and consumption of NoLo beverages. The thematic analysis reveals a generational divide: younger consumers are increasingly drawn to NoLo options for health reasons, while older generations remain attached to traditional alcoholic beverages due to strong cultural and historical connections. This study finds that health and wellness drive NoLo consumption among the youth, but cultural pride in Belgium's brewing heritage may act as a barrier to NoLo acceptance for some. The findings suggest a need for further research to fully understand the intricate dynamics of NoLo consumption, considering generational, health, and cultural factors. They contribute to the broader discourse on NoLo market dynamics, emphasizing the need for industry stakeholders to develop nuanced marketing strategies in response to these evolving consumer patterns. | pt_PT |
| dc.description.abstract | Esta tese analisa a indústria de bebidas não alcoólicas (NoLo) na Bélgica francófona. Inicia com uma análise do setor, seguida pela questão: quais fatores influenciam a escolha dos consumidores por NoLo e quais são os obstáculos? Duas questões de pesquisa fundamentais são exploradas: as motivações para escolher bebidas que imitam o álcool e os desafios ao consumo de NoLo. Após uma revisão detalhada da literatura e formulação de hipóteses, 22 entrevistas aprofundadas investigaram diferenças geracionais, motivações de saúde, influências sociais e laços culturais no consumo de NoLo. A análise temática revela uma divisão geracional: jovens atraídos pelas NoLo por saúde, enquanto gerações mais velhas se mantêm às bebidas tradicionais por conexões culturais e históricas. O estudo identifica que a saúde impulsiona o consumo de NoLo entre os jovens, mas o orgulho cultural pode ser uma barreira à aceitação de NoLo. Os resultados apontam para a necessidade de mais pesquisas para entender a complexidade do consumo de NoLo, levando em conta fatores geracionais, de saúde e culturais. Eles realçam a importância de estratégias de marketing adaptadas para os stakeholders da indústria frente aos padrões de consumo em evolução. | pt_PT |
| dc.identifier.tid | 203591020 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.14/45246 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Non-alcoholic beverages | pt_PT |
| dc.subject | Consumer behavior | pt_PT |
| dc.subject | NoLo market dynamics | pt_PT |
| dc.subject | Health motivations | pt_PT |
| dc.subject | Sober curiosity | pt_PT |
| dc.subject | Dry January | pt_PT |
| dc.subject | Alcohol-free | pt_PT |
| dc.subject | Non-alcoholic spirits | pt_PT |
| dc.subject | No/low alcohol | pt_PT |
| dc.subject | Social influences | pt_PT |
| dc.subject | Cultural ties | pt_PT |
| dc.subject | Generational differences | pt_PT |
| dc.subject | Beverage industry analysis | pt_PT |
| dc.subject | Belgium | pt_PT |
| dc.subject | Consumption patterns | pt_PT |
| dc.subject | Traditional alcoholic beverages | pt_PT |
| dc.subject | Market strategy | pt_PT |
| dc.subject | Qualitative research | pt_PT |
| dc.subject | Thematic analysis | pt_PT |
| dc.title | New production innovation : uncovering the consumption drivers and barriers of the emerging “NoLo” drinks category : a qualitative study in French-speaking Belgium | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Gestão | pt_PT |