Embracing globalization or reinforcing national culture? Evidence on the alcoholic beverages preferences and drinking motives in Europe

Emilia Cubero Dudinskaya ()
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Emilia Cubero Dudinskaya: Department of Economics and Management, University of Pavia

No 132, DEM Working Papers Series from University of Pavia, Department of Economics and Management

Abstract: Culture is commonly used as the principal explanation for consumer differences across countries, so research on its differential impact on consumer preferences and motives is fundamentally important. This study examines the role of cultural and sociodemographic influences in determining the differences between drinking cultures and drinking motives in Europe. Comparing eight countries (Italy, France, Portugal, Germany, Finland, United Kingdom, Turkey and Poland) through a one-way ANOVA and a two-way ANOVA, the author analyse and compare the roles of sociodemographic variables and national culture have on several drinking motives (social and enhancement) and on consumer preferences (alcohol consumption and type of beverage). The type of drinker (moderate or heavy) is also taken into consideration. Results show significant differences between gender, age, type of drinker and countries for most motives. Moreover, although some results confirm the traditional or "stereotype" countries drinking profiles, other results also suggest some insights to certain country profiles changing in unexpected ways. The paper outlines theoretical implications in cross-cultural research and alcoholic drinking motives. It also explores a further understanding on the motives behind alcohol consumption of European consumers, which could usefully inform policy that aims to promote a sensible drinking behaviour among its population.

Keywords: drinking motives; cross-cultural; alcohol consumption; consumer preferences. (search for similar items in EconPapers)
Pages: 23 pages
Date: 2017-01
New Economics Papers: this item is included in nep-cul, nep-eur and nep-mkt
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