Shut-up and brew: consumer perceptions of advocacy in the US craft beer industry

Purpose This study aims to assess the US beer consumers’ perceptions of advocacy campaigns by brewers and their influence on consumption behavior and the differences in perceptions and behaviors based on consumers’ values and political affiliation. Design/methodology/approach This study used a quasi-experimental research design. Respondents were shown images of different beer advertisements indicating support for a specific advocacy cause and were asked to indicate their perceptions and potential purchase behaviors. Findings The results of this study reveal significant insights into how political ideology and moral foundations influence consumer perceptions of brewery advocacy campaigns. The findings demonstrate clear partisan divides in support for various advocacy initiatives. Originality/value This study uses the context of craft brewery advocacy to assess how consumers’ political disposition, values and moral foundations influence their consumption behavior.