Laghaie, ArashMartinelli, Gabriele2026-02-232026-02-232025-01-212025-01-21http://hdl.handle.net/10362/200577Non-alcoholic beer (NAB) is becoming more and more popular in Italy. This study looks at factors that influence consumer choices, with a focus on taste, packaging, and health claims. Experienced buyers look for premium attributes, complexity in taste and authenticity, while beginners prioritize affordability, transparency and emotional connection. Using conjoint analysis and perceptual mapping, the study identifies ways that NAB brands may use to improve their marketing and product offerings while engaging to a variety of customer demographics and focusing on the growing demand for alcohol-free solutions.engNon-alcoholic beerItalian marketConsumer choice-conscious consumptionPerceptual mappingConjoint analysisProduct segmentationMarket strategymaster thesis204129621