Title: Consuming 'European': capturing homogeneity and heterogeneity in consumer culture of five European countries

Authors: Elfriede Penz; Barbara Stöttinger

Addresses: Institute for International Marketing Management, Vienna University of Economics and Business (WU Vienna), Welthandelsplatz 1, 1020 Vienna, Austria ' Institute for International Marketing Management, Vienna University of Economics and Business (WU Vienna), Welthandelsplatz 1, 1020 Vienna, Austria

Abstract: The European Union has been an important part of everyday life for European consumers, and companies actively encourage cross-national consumption experiences by developing and implementing pan-European marketing strategies. However, the theoretical underpinnings for the cultural dynamics within the EU remain sketchy and largely unexplored. This paper aims to understand how consumers balance the 'new' realities within the EU and their influence on consumption behaviour. Consumer culture theory, ethnic identity and acculturation theory are applied to the multifaceted EU context and particularly the effects on consumption behaviour. Focus groups with consumers in Austria, Denmark (i.e. countries with longer EU membership), Slovenia, Poland and Czech Republic (i.e. countries with short membership status) provide empirical insights to our theoretical contentions. Results for different product categories are discussed by means of emerging stories from focus group discussions.

Keywords: Europe; consumer culture; acculturation theory; multicultural consumer behaviour; focus groups; ethnic identity; national identity; brands; homogeneity; heterogeneity; European Union; EU; cultural dynamics; Austria; Denmark; Slovenia; Poland; Czech Republic.

DOI: 10.1504/EJIM.2015.069162

European Journal of International Management, 2015 Vol.9 No.3, pp.326 - 341

Published online: 30 Apr 2015 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article