Stéphane Ganassali Paola Cerchiello Nadine Hennings Ines Kuster Jean Moscarola Carmen Rodrígues Santos Astrid Siebels Natalia Vila Antonella Zucchella

Il comportamento d'acquisto dei giovani. Un'analisi comparativa europea

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This paper aims at studying the homogeneity of the young European consuming patterns. Designed for both educational and research objectives, the study is based on a simplified model of young people purchasing behaviour, including decision determinants, influencers and personal values. A common survey was sent by e-mail to young Europeans in France, Germany, Italy and Spain in order to investigate the various decision patterns. A range of different analyses were made to determine if nationality is still a relevant issue in understanding young consumers decisions across a more and more integrated Europe. The results confirm a significant impact of national culture on the young people purchase-decision patterns and this effect is globally stronger than the influence of the type of purchased product.


  • cross-cultural research
  • young people
  • consumer behaviour
  • Europe


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