Nordic Consumer Culture

State, Market and Consumers

  • Søren Askegaard
  • Jacob Östberg

Table of contents

  1. Front Matter
    Pages i-xix
  2. Søren Askegaard, Jacob Östberg
    Pages 1-21
  3. Nordic Consumer Culture and the State–Market Nexus

  4. The Nordic as Market Imagery

    1. Front Matter
      Pages 169-169
    2. Lars Pynt Andersen, Dannie Kjeldgaard, Frank Lindberg, Jacob Östberg
      Pages 213-238
    3. Juulia Pietilä, Jack S. Tillotson, Søren Askegaard
      Pages 239-265
    4. Jeppe Linnet, Jonathan Bean
      Pages 267-291
  5. Epilogue

    1. Front Matter
      Pages 293-293
    2. Benjamin J. Hartmann, Eric J. Arnould
      Pages 295-327
  6. Back Matter
    Pages 329-332

About this book


Unpacking the complexities of Nordic consumer culture, this edited collection responds to the growing interest in regionalism within consumer research and marketing. By taking a closer look at the interaction between the state and the market in Nordic countries, the authors examine how consumer behaviour is impacted by the region’s unique context. Important elements of Nordic culture are explored, such as its underlying element of mythology and the concept of ‘hygge,’ an object of global consumption. Those studying consumer behaviour, branding, and marketing more generally, will find this book a fascinating contribution to research.


marketing Nordicness mythology Hygge regionalism individualism collectivism global consumption market behaviour

Editors and affiliations

  • Søren Askegaard
    • 1
  • Jacob Östberg
    • 2
  1. 1.University of Southern DenmarkOdenseDenmark
  2. 2.Stockholm Business SchoolStockholm UniversityStockholmSweden

Bibliographic information