The Willingness to Pay for Non-Alcoholic Beer: A Survey on the Sociodemographic Factors and Consumption Behavior ofItalian Consumers

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...