Prosumers Who Home Brew: A Study of Motivations and Outcomes

Document Type

Article

Publication Date

10-1-2020

School

Marketing

Abstract

© 2020 Taylor & Francis Group, LLC. Prosumers are people who produce and consume their own products. We study prosumers in the context of home brewers and investigate their motivations for producing products for themselves and the benefits they receive. Two broad topics emerge from the study that reflect several themes. The first is that the home brewers often develop a strong social network that enables and encourages them to produce better beer, and also enhances the consumption experience. Second, upon recognizing the value of their production, many of these home brewers begin to conceptualize brewing commercially. The themes and their implications are discussed.

Publication Title

Journal of Marketing Theory and Practice

Volume

28

Issue

4

First Page

541

Last Page

552

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