Revisiting the Euroconsumer: Transnational History of European Coffee Consumption

By way of a transnational history of European coffee consumption culture we explore and revisit the notion of a European consumer market. We developed a cultural history of coffee in Denmark/Sweden, Finland, Austria and Italy covering a geocultural variety of coffee consumption cultures. From these localized histories we identified a set of common themes defining the socio-cultural trajectory of the commodity’s biography. The common structures of the cultural history of coffee consumption culture facilitate the articulation of contemporary competition in European and national myth markets. The paper contributes to the cultural branding paradigm by adding the perspective of transnational history to contextualize national myth markets.


Dannie Kjeldgaard, Andrea Hemetsberg Lisa Pichler, Harri Luomola, Dania Mastrangelo, Jacob Östberg, and Maria Pecoraro (2011) ,"Revisiting the Euroconsumer: Transnational History of European Coffee Consumption", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 367-372.


Dannie Kjeldgaard, University of Southern Denmark, Denmark
Andrea Hemetsberg Lisa Pichler, University of Innsbruck
Harri Luomola, University of Vaasa
Dania Mastrangelo, IULM
Jacob Östberg, Stockholm University
Maria Pecoraro, University of Jyväskylä


E - European Advances in Consumer Research Volume 9 | 2011

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