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Keywords: Uniqueness
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Journal Articles
What motivates Czech and international “millennial-aged” university students to consume craft beers?
International Journal of Wine Business Research (2019) 31 (3): 441–455.
Published: 05 August 2019
... participants only. Attitudes and social pressure towards craft beer consumption are of secondary importance, whereas the desire for uniqueness is not a relevant aspect in the participants’ decision of drinking craft beers. Originality/value The study deepened the TPB by incorporating consumers’ SI...
