Paper Title
CROATIAN CRAFT BEER CONSUMERS' BEHAVIOUR AND PREFERENCIES

Abstract
The craft beer industry has become increasingly popular in recent years. This trend can be observed in Croatia, where the craft beer movement began in 2013. Today, there are more than 70 craft breweries in Croatia. The aim of this study was to explore Croatian beer consumers' familiarity with and attitudes towards craft beer and to examine the importance of craft beer attributes. Using an online survey, we collected data from 326 respondents who identified themselves as beer consumers. We collected socio-demographic data as well as respondents' consumption behaviour, preferences and motivations for craft beer consumption. Respondents were predominantly male, living in urban areas, with an average age of 43 and the majority having completed secondary education. A substantial 79% of respondents cited beer as the most frequently consumed alcoholic beverage, with 36% consuming beer several times a week. The majority of respondents expressed no particular preference for attributes such as the origin of the beer, the size of the producer, the method of production (organic or conventional) and local origin. However, almost all consumers are familiar with craft beer and 15% identified as frequent craft beer consumers. Just over half of respondents (55%) believe craft beers are better than industrial beers, while 39% believe they are of equal quality. Frequent craft beer consumers have a better attitude towards craft beer compared to industrial beer. The motivations for craft beer consumption were varied, with a focus on enjoyment, the desire for a unique experience and the distinctive flavour profiles of craft beers. Frequent craft beer consumers prioritise sensory attributes and enjoyment over the impact of production on the environment and local economy. The insights gained from this study have practical implications for craft beer producers in Croatia. They provide valuable information for fine-tuning marketing strategies in line with consumer preferences and market dynamics. Keywords - Craft Beer, Consumers, Attitudes, Motives, Croatia