Cultural experiences and changes in consumption behaviour : The pizza case study

Abstract: This thesis aims to answer the following question: What impacts does exposure to different cultural lifestyles have on one’s own consumption behaviour and what factors influence these changes? Pizza, more specifically pizza consumption in Italy is used as a case study to answer this question. Here, the impacts exposure to this cultural lifestyle in Italy had on visitors is analysed. In order to model such behavioural implications, our research is first grounded on multiple theories: Sacred and Profane, Authenticity, Country of Origin, Subcultures of Consumption and Cultural Distance. Following this, a two-phased research is carried out, consisting of multiple interviews. Based on which, firstly after the first phase, the ‘sacred’ and ‘profane’ in relation to pizza is defined. Then finally, based on the other theories and the findings from the interviews in the second phase, a model that seeks to answer the research question is created.