Study: Beer Drinkers Willing to Pay Extra for Sustainably Brewed BeerMarie Donlon | October 10, 2018
According to research from Indiana University, consumers would pay extra for beer produced using sustainable measures.
Considering that a growing number of breweries are adopting energy-saving practices to reduce greenhouse gases, survey research reveals that a majority of beer drinkers in the United States would be willing to pay an additional $1.30 per six pack.
"The takeaway for the brewing industry is that it is financially feasible to introduce energy-saving practices into the brewing process," said Sanya Carley, associate professor in the IU Bloomington School of Public and Environmental Affairs and the first author of the paper. "Even if it ends up adding costs, more than half of all beer consumers are willing to absorb those extra costs."
As breweries explore ways to go green, such as installing solar panels or onsite wastewater treatment plants, they are often met with upfront expenses that are reflected in the final beer price
However, 59% of the 1,000 beer drinkers (over the age of 21) surveyed revealed that they would pay the added cost regardless of beer choice - be it craft beer or traditional mainstays like Budweiser or Coors.
The study, "Willingness-to-pay for Sustainable Beer," was published by the journal PLOS ONE.