Culture-specific Consumption Patterns of German and Ukrainian Wine Consumers

Astrid Lucie Rewerts, Jon Henrich Hanf and Nadine Wettstein

No 58119, 113th Seminar, September 3-6, 2009, Chania, Crete, Greece from European Association of Agricultural Economists

Abstract: By referring to Means-End-Chain-Theory, we identified personal values as the actual buying motive. Since these values vary according to the consumer’s cultural background, it is expected that culture-specific values lead to culture-specific consumption patterns. To verify this proposition, we conducted laddering-interviews using the example of wine in a German-Ukrainian comparison. As expected, consumers differ with respect to their purchasing motives.

Keywords: Agricultural; and; Food; Policy (search for similar items in EconPapers)
Pages: 11
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:ags:eaa113:58119

DOI: 10.22004/ag.econ.58119

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