La Generazione Z guida la rivoluzione della birra sostenibile in Italia
🍺 Over 75% of beer consumers value sustainability in their purchase decisions, a BVA Doxa survey for AssoBirra's Centro Informazione Birra (CIB) reveals. Gen Z prioritizes eco-friendly packaging (43%) and workplace health (24%); Millennials favor clean energy (37%); Gen X focuses on soil protection (56%) and local, seasonal production (47%). 77% believe breweries adopting sustainable practices are credible, while 65% are unaware of the term "greenwashing," with Gen Z being the most informed (44%). Consumers are willing to spend up to 10% more for sustainable beer, with 27% of Gen Z ready to pay up to 20% more. Sustainable agriculture (42%) and eco-packaging (37%) drive purchase choices, with Gen X valuing the former at 50%. Social media (75%) outpaces TV (56%) as the top source for sustainable practice information.
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