Publicação
How does generation Z perceive and engage with non-alcoholic beer in the Portuguese market? Comprehensive analysis opf generation Z consumer perceptions in the Portuguese non-alcoholic beer market
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | |
| dc.contributor.advisor | Schmitt, Daniela | |
| dc.contributor.author | Lucas, Vera de Franco e Santos da Cunha | |
| dc.date.accessioned | 2026-04-24T15:12:51Z | |
| dc.date.available | 2026-04-24T15:12:51Z | |
| dc.date.issued | 2026-01-19 | |
| dc.date.submitted | 2026-01-19 | |
| dc.description.abstract | In the evolving Portuguese beverage market, non-alcoholic beer (NAB) has gained visibility. However, its integration into the drinking habits of younger consumers remains limited. Thus, the purpose of this thesis is to examine how Generation Z perceives and engages with NAB, and to identify the factors that either encourage or inhibit its adoption. A perceptual analysis revealed that NAB brands are primarily associated with credibility and familiarity yet lack aspirational and sensory-driven attributes. The findings indicated that although health consciousness and curiosity promote initial trial, taste limitations, unclear social legitimacy, and weak emotional relevance continue to restrict broader adoption. | eng |
| dc.identifier.tid | 204238501 | |
| dc.identifier.uri | http://hdl.handle.net/10362/202545 | |
| dc.language.iso | eng | |
| dc.relation | UID/ECO/00124/2013 | |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | |
| dc.subject | Perceptual map | |
| dc.subject | Consumer perceptions | |
| dc.subject | Generation Z | |
| dc.subject | Non-alcoholic beer | |
| dc.subject | Portuguese market | |
| dc.subject | Non-alcoholic beer brands | |
| dc.title | How does generation Z perceive and engage with non-alcoholic beer in the Portuguese market? Comprehensive analysis opf generation Z consumer perceptions in the Portuguese non-alcoholic beer market | eng |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Master’s degree in Management from the Nova School of Business and Economics |