Abstract
Consumer behaviourists and consumer policy‐makers are interested in the degree to which global convergence is occurring for various consumer behaviour dimensions, the extent to which the consumption patterns in different parts of the world are becoming similar and the extent to which these trends may be influenced and/or influence consumer policy. With increasing internationalization and cultural cross‐fertilization, the industrialized societies of the world are converging in many ways. Shifts in alcohol consumption patterns in Europe over the past 50 years represent a case in point. As traditional cultural boundaries become blurred, consumer preferences for alcoholic beverages appear to be driven less by long‐standing local and regional traditions and more by growing acceptance of a wider choice. The disparity in total alcohol consumption among the 15 countries studied has also decreased. Other powerful forces are likely to accelerate the pace of convergence in the future.
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