4-S: When You Expect It the Yeast: the Emergence of Craft Beer Culture in Finland

This working paper contributes to literature examining the impact of globalization on consumer behavior. Initial findings from the Finnish craft beer context illustrate how global consumer culture takes root in local hegemonic consumptionscapes by tapping into consumer resistance movements and consumer identity work, with the aid of cultural intermediaries.


Alexei Gloukhovtsev (2017) ,"4-S: When You Expect It the Yeast: the Emergence of Craft Beer Culture in Finland", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1028-1028.


Alexei Gloukhovtsev, Aalto University, Finland


NA - Advances in Consumer Research Volume 45 | 2017

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