Simbolismo e construção da identidade por meio do consumo de cerveja artesanal

Abstract

The craft beer Market in Brazil has grown, despite of the economics and politics instabilities. In this context, this research aimed to identify symbolic aspects attributed to craft beer and how they contribute for costumers´ identity construction. The study is qualitative, and data was collected through semi-structured interviews with craft beer lovers and explored through content analysis. Symbolic aspects about drinking consumption were related to well-being, social integration, new experiences and refinement. When it comes to the identity aspects, costumers see themselves as demanding, sophisticated, curious, social linked and owners of purchase power for consumption this product. In this sense, they consider that craft beers have signs, by means of the consumption, by means of which the person expresses his characteristics. Therefore, the goods become identity symbols, making the person´s identity visible. From the theoretical point of view, this work is relevant because the study is a pioneer in identifying the relations between symbolic and identity aspects of the consumption of craft beers. On managerial terms, when analyzing the meanings and emotions attributed by consumers to craft beers, the act of consuming them and themselves as consumers and experts, it was possible to identify themes to be addressed in marketing campaigns by companies of this sector. Others studies comparing costumers from different countries are recommended in order to identify different symbolic-identity relations and relate them to broader cultural dimensions