Consumption patterns and cultural values in Europe

Agnes Neulinger, Tino Bech-Larsen, Jacob Rosendahl, Audur Hermannsdóttir, Regina Karveliene, Hans Rüdiger Kaufmann, Yianna Orphanidou, Janka Petrovičová, Annemien van der Veen

    Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


    The chapter focuses on cultural differences in consumption across Europe and describes general attitudes towards consumption and brands, the significance of shopping, and how these are linked to the motives of consumption of alcoholic and non-alcoholic drinks. These topics have been analysed using the Hofstede dimensions, and the evaluation also considers regional differences within the European Union. The main objective of this research is to attempt to understand consumption patterns and national cultural dimensions, general consumption values, and what their connections are to alcoholic and non-alcoholic drinking patterns. The main research question is how cultural styles influence consumption styles within Europe. This analysis concluded that some European societies are more adaptable to cross-cultural influence than others in relation to beverage consumption. The authors' findings suggest that the cultural dimensions identified by Hofstede supported the understanding of cultural differences related to purchasing, brands and beverage consumption both at national and individual levels. However, there is an overlap between some countries in their drinking behaviour, which supports the claim that existing cultural patterns cannot fully explain the new beverage trends, especially in alcohol consumption. This indicates the necessity of a shift toward new dimensions with regard to beverage consumption and/or eventually consumer behaviour.

    Original languageEnglish
    Title of host publicationConsumption Culture in Europe
    Subtitle of host publicationInsight into the Beverage Industry
    PublisherIGI Global
    Number of pages47
    ISBN (Print)9781466628571
    Publication statusPublished - 2013


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