Department of Management

Drinking Motives

Research output: Contribution to book/anthology/report/proceedingBook chapterResearchpeer-review

  • Klaus G Grunert
  • Jacob Rosendahl, Institut for Marketing og Organisation, Aarhus Universitet, Denmark
  • Andreas I. Andronikidis, University of Macedonia, Greece
  • George J. Avlonitis, Athens University of Economics and Business, Greece
  • Paulina Papastathopoulou, Athens University of Economics and Business, Greece
  • Carmen R. Santos, University of Leon, Spain
  • Ana R. Pertejo, University of Leon, Spain
  • Julio Abad-González, University of Leon, Spain
  • Pirjo Laaksonen, University of Vaasa, Finland
  • Jenniina Halkoaho, University of Vaasa, Finland
  • Alexandra Kenyon, Leeds Metropolitan University, United Kingdom
  • Lenka Kopičárová, HU University of Applied Sciences Utrecht, Netherlands
  • Johan van Berkel, HU University of Applied Sciences Utrecht, Netherlands
This chapter presents an analysis of what consumer in Europe drink and why they
drink what they drink. The concept of drinking motives is developed and defined,
and analysis of data on drinking motives shows that these can be grouped into two major classes: self-expressive and functional. This distinction is universal and henceapplies across Europe. However, the importance of self-expressive as compared to functional motives, as well as the way in which these relate to different beverages, does differ across Europe. Both dimensions are relevant for the motives for drinking non-alcoholic drinks, whereas the self-expression dimension dominates reasons for drinking alcoholic drinks. The Eastern European countries have generally higher scores on the self-expression dimension, indicating that such motives play a bigger role there compared to the other regions. No clear geographical pattern emerged with regard to the functional dimension. Beer and spirits are the alcoholic drinks and tea, water, and juice the non-alcoholic drinks that are related to high scores on the self-expression dimension. Water and juice are the drinks scoring highest on functionality, being mainly related to health, availability, and quenching one’s
thirst. The non-alcoholic products scoring low on functionality are coffee, tea, soft drinks, and energy drinks. Analysis of socio-demographic differences resulted in only a few effects. Men, lower education groups, and lower income groups are more likely to drink alcohol for reasons other than self-expression motives (such as to quench one’s thirst). Also, the health motive plays a larger role for older people, and the self-expressive and social motives play a larger role for younger people. The chapter closes with recommendations for the marketing of drink products in Europe.
Original languageEnglish
Title of host publicationConsumption Culture in Europe : Insight into the Beverage Industry
EditorsCarmen R. Santos, Stéphane Ganassali, Francesco Casarin, Pirjo Laaksonen, Hans Ruediger Kaufmann
Number of pages28
PublisherIGI global
Publication year2013
Pages306-332
Chapter8
ISBN (print)978-1-4666-2859-5
DOIs
Publication statusPublished - 2013

    Research areas

  • MAPP

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