Brewing emotions: Hedonic evaluation, sustainability narratives, and purchase intentions in craft beer

This study investigates how sensory evaluation, emotional reactions, and sustainability-related beliefs jointly shape purchase intentions in the craft beer market. A survey of 777 consumers in Ljubljana, Slovenia, was used to test a structural model that includes hedonic evaluation, positive and negative emotions, sustainability orientation, and sustainability perceptions. Factor analyses confirmed reliable and valid measurement of all constructs. The results show that hedonic evaluation is the strongest predictor of purchase intentions, followed by positive emotions. Negative affect reduces intention, indicating that emotional discomfort can weaken otherwise favorable evaluations. Sustainability orientation and sustainability perceptions also contribute to intention formation by strengthening trust and increasing acceptance of sustainability claims when they are communicated transparently. Overall, the findings highlight the combined importance of sensory enjoyment, affective responses, and credible sustainability information in shaping consumer behavior in the craft beer sector.