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The Health-Related Market in Czech Republic and Denmark: An Exploration of Consumption Experiences

Author

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  • Zuzana Chytkova
  • Dorthe Brogård Kristensen

Abstract

Due to the rise in consumers' "health-conciousness", the health-related market has become one with the most potential. However, most studies on health-related consumption have been carried out within the Western world, while the evolution of health management in Central and Eastern Europe has been radically different. This paper builds on two separate qualitative studies of consumers' perception and practices in the sphere of health and food in Denmark and the Czech Republic. Each of these studies explored in its own way, how consumers in each of the two cultural settings deal with consumption through different forms of governmentality. It shows how in the Danish setting the notion of agency and the reflexive self unfold as a theme where consumers depend on an inner voice and a "gut feeling", while in the Czech context consumers increasingly seek guidance from expert systems. These findings thus enlighten the meanings and processes behind consumer choices, having significant implications for marketing of companies operating on these growing markets.

Suggested Citation

  • Zuzana Chytkova & Dorthe Brogård Kristensen, 2016. "The Health-Related Market in Czech Republic and Denmark: An Exploration of Consumption Experiences," Central European Business Review, Prague University of Economics and Business, vol. 2016(3), pages 38-51.
    • Handle: RePEc:prg:jnlcbr:v:2016:y:2016:i:3:id:157:p:38-51
    DOI: 10.18267/j.cebr.157
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    References listed on IDEAS

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    1. Thompson, Craig J & Hirschman, Elizabeth C, 1995. "Understanding the Socialized Body: A Poststructuralist Analysis of Consumers' Self-Conceptions, Body Images, and Self-Care Practices," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(2), pages 139-153, September.
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    More about this item

    Keywords

    Marketing; consumer behavior; food; health; consumer culture;
    All these keywords.

    JEL classification:

    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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