Emotional and functional conceptualisations for beer, wine and non-alcoholic beer consumption in the Netherlands and in Portugal

Consumers have emotional associations with particular foods and their functionality in terms of for example health. These associations are defined as conceptualisations and play an important role in food choice. In this study the context of consumption is characterised and functional and emotional conceptualisations of beer, wine and non-alcoholic beer (NAB) investigated in moderate drinkers representing Northern and Southern European consumers. A qualitative study was performed employing eight Focus Groups: 27 Dutch and 29 Portuguese consumers. The data was evaluated using content analysis. M... Mehr ...