The Interplay between National Culture, Social Identity and Consumer Behavior for Wine - the case of Denmark and Romania -
Author
Florea, Daniela-Loredana
Term
4. term
Publication year
2023
Abstract
This MA thesis examines how national culture and social identity shape consumer behavior for wine by comparing Denmark and Romania. Treating wine as both a product and a cultural symbol, the study addresses an underexplored cross-cultural perspective in wine marketing. A literature review outlines the drinking cultures of the two countries and anchors the inquiry in Hofstede’s six cultural dimensions and social identity theory. Primary data were collected via open-ended online surveys of wine consumers in both contexts and analyzed thematically using categories informed by Hofstede’s framework; social identity was considered broadly through respondents’ group affiliations rather than in-depth theory testing. The findings indicate that national cultural values, norms, and social identities significantly influence how consumers perceive wine, the value they assign to it, their purchase decision processes, and their consumption habits, with notable differences between Danish and Romanian respondents. The study contributes comparative, culturally grounded insights that can inform context-sensitive wine marketing and highlights the need for further research into the nuances of social identity in wine consumption.
Denne kandidatafhandling undersøger, hvordan national kultur og social identitet former forbrugeradfærd for vin gennem en sammenligning mellem Danmark og Rumænien. Med udgangspunkt i, at vin er både et produkt og et kulturelt symbol, adresserer studiet et underbelyst krydskulturelt perspektiv i vinmarkedsføring. En litteraturgennemgang skitserer drikkekulturerne i de to lande og forankrer undersøgelsen i Hofstedes seks kulturelle dimensioner samt social identitetsteori. Primære data blev indsamlet via åbne online spørgeskemaer til vinkonsumenter i begge lande og analyseret tematisk med kategorier inspireret af Hofstedes ramme; social identitet blev behandlet bredt gennem respondanters gruppetilhørsforhold frem for dyb teori-afprøvning. Resultaterne viser, at nationale værdier, normer og sociale identiteter har betydelig indflydelse på, hvordan forbrugere opfatter vin, hvilken værdi de tillægger den, deres købsbeslutninger og deres forbrugsvaner, med markante forskelle mellem danske og rumænske respondenter. Studiet bidrager med komparative, kulturelt forankrede indsigter, der kan understøtte kontekstfølsom vinmarkedsføring, og peger på behovet for yderligere forskning i social identitets nuancer i vinkonsum.
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