Hopping on the localness craze: What brewers want from state-grown hops

Consumers habitually support local food and drink, but locally grown products often come from less developed value chains with lower quality control standards; something suppliers must consider. Using data from Michigan craft breweries, we describe the determinants of a brewer’s decision to purchase local hops. Utilizing generalized linear models, we determine how factors—including perceived consistency and attitudes towards localness—impact hop purchasing decisions. Results indicate that hop consistency is a leading factor, and beliefs about localness stimulating the economy or helping the environment may not be enough to drive local purchasing.

Download paper: Staples, Malone, and Sirrine (2020)

Staples, A. J., Malone, T., & Sirrine, J. R. (2021). Hopping on the localness craze: What brewers want from state‐grown hops. Managerial and Decision Economics, 42(2), 463-473.