GLOBALISATION AND HARMONISATION OF CONSUMPTION VALUES AMONG DIFFERENT COUNTRIES IN THE EUROPEAN UNION: A COMPARATIVE STUDY OF GREECE AND BRITISH CONSUMERS

Smart Nelson, Desmond Neney, Sintel Labaran

Abstract


In this study the objective has been to examine whether cultural factors still play a role in consumer’s choices in both Greece and Britain and to what extent, to identify the new features which Greek and British consumers look out for in making consumption decisions and the significance of economic considerations when consumers are deciding on what to consume. The findings of the research underscores existing view of Hofstede (2001) that in the past consumers were directly and dictated to by the type of culture in which they live and the need to protect cultural identity and heritage. Among Greek and British consumers, the Greeks were seen to be more inward looking and hardly tolerated things outside their culture or that which enforces it. With globalization however  which also been fueled by the formation of regional bodies such as the European Union, many people are harmonizing their consumption choices and rather looks out for functional values, epistemic values, emotional values, social values and economic values of consumption


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