The Willingness to Pay for Non-Alcoholic Beer: A Survey on the Sociodemographic Factors and Consumption Behavior of Italian 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 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 (p < 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.