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.
