Crafting identities: how do consumers in the craft beer subculture construct their identities?
(2022) BUSN39 20221Department of Business Administration
- Abstract
- Thesis Purpose: The purpose was to find out how consumers in craft beer subculture construct their identities.
Methodology: A relativist stance combined with a social constructionist stance and a qualitative study with an abductive approach was used to gain deeper understanding of craft beer consumers in order to assign them to consumer categories in a synthesized model.
Theoretical Perspective: Literature on Consumer Culture Theory, consumer identity and consumer (sub)culture has been analysed.
Empirical Data: The empirical data consists of 35 semi-structured, in-depth interviews with craft beer consumers in The Netherlands.
Conclusion: Craft beer consumers can be divided into the categories casuals, socials, adventurers,... (More) - Thesis Purpose: The purpose was to find out how consumers in craft beer subculture construct their identities.
Methodology: A relativist stance combined with a social constructionist stance and a qualitative study with an abductive approach was used to gain deeper understanding of craft beer consumers in order to assign them to consumer categories in a synthesized model.
Theoretical Perspective: Literature on Consumer Culture Theory, consumer identity and consumer (sub)culture has been analysed.
Empirical Data: The empirical data consists of 35 semi-structured, in-depth interviews with craft beer consumers in The Netherlands.
Conclusion: Craft beer consumers can be divided into the categories casuals, socials, adventurers, elitists, devotees and experts and were also found to have multiple identities at once. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9094734
- author
- Sturm, Pieter Christiaan LU and Krans, Lisalot Marina Ineke LU
- supervisor
- organization
- alternative title
- Crafting identities: how do consumers in the craft beer subculture construct their identities? - A qualitative study on the Dutch craft beer consumer
- course
- BUSN39 20221
- year
- 2022
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- consumer identity, subculture, craft beer consumption, craft beer
- language
- English
- id
- 9094734
- date added to LUP
- 2022-07-01 14:15:07
- date last changed
- 2022-07-01 14:15:07
@misc{9094734,
abstract = {{Thesis Purpose: The purpose was to find out how consumers in craft beer subculture construct their identities.
Methodology: A relativist stance combined with a social constructionist stance and a qualitative study with an abductive approach was used to gain deeper understanding of craft beer consumers in order to assign them to consumer categories in a synthesized model.
Theoretical Perspective: Literature on Consumer Culture Theory, consumer identity and consumer (sub)culture has been analysed.
Empirical Data: The empirical data consists of 35 semi-structured, in-depth interviews with craft beer consumers in The Netherlands.
Conclusion: Craft beer consumers can be divided into the categories casuals, socials, adventurers, elitists, devotees and experts and were also found to have multiple identities at once.}},
author = {{Sturm, Pieter Christiaan and Krans, Lisalot Marina Ineke}},
language = {{eng}},
note = {{Student Paper}},
title = {{Crafting identities: how do consumers in the craft beer subculture construct their identities?}},
year = {{2022}},
}