Does the innovation of a non-alcoholic spirit drive hedonic or utilitarian purchase intention? A study of the alcohol-free Gin Tanqueray 0.0

Abstract

The beverage industry is experiencing a significant transformation as consumers increasingly seek alcohol-free alternatives. While non-alcoholic beer and wine have been widely studied, research on alcohol-free spirits remains limited. This dissertation examines the role of innovation perception in shaping consumer purchase intention toward Tanqueray 0.0, a non-alcoholic gin, while exploring whether hedonic or utilitarian values mediate this relationship. A mixed-methods approach was used, combining a literature review with primary data collection through an online survey. Participants were randomly assigned to evaluate either Tanqueray 0.0 or its traditional counterpart, Tanqueray London Dry Gin. The study measured innovation perception, hedonic and utilitarian values, and purchase intention using validated scales and statistical analysis in SPSS. Results indicate that innovation perception has a weak but positive influence on purchase intention, but this effect is fully mediated by hedonic and utilitarian values. Tanqueray 0.0 is primarily associated with utilitarian benefits, such as health-conscious consumption and social integration, whereas Tanqueray London Dry Gin is driven by hedonic values, emphasizing sensory pleasure and status. From a managerial perspective, these insights suggest that marketing strategies should focus on the value dimensions consumers prioritize. For Tanqueray 0.0, reinforcing its practical benefits may drive adoption, whereas for Tanqueray London Dry Gin, highlighting sensory indulgence and premium positioning could strengthen brand loyalty. This study contributes to academic research on innovation adoption and value-driven consumer behavior, offering practical recommendations for the growing alcohol-free spirits market, where understanding consumer motivations beyond innovation perception is key to influencing purchase decisions.

Date of Award	29 Apr 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Romeiro (Supervisor)