CCT and Xenophobia: In a Danish Context

Abstrakt

Throughout this thesis, the topic of Xenophobia in a Danish consumer context is to be analyzed. Other studies have been made in addition to xenophobia, where the possible causes of this bias have been investigated (Sanchez-Mazas & Licata 2015). During this thesis, it will be investigated whether cultural differences can cause xenophobia, which can be defined as following characteristic: “Xenophobia denotes a hostility towards the stranger perceived as a threat” (Sanchez-Mazas & Licata 2015, p. 802). Furthermore, not only the possible cause of xenophobia will be analyzed, but also the aspect of how Xenophobia affects Danes in a consumer context. This thesis suggests that even though xenophobic people avoid foreign products, this is less the case, the more similar the culture of the other foreign country is. Lastly, whether demographic tendencies among Dane’s perceptions can be made or not will be looked upon as well. In order to analyze these aspects, two studies have been developed that contain two different methodologies that are to provide nuanced data. The first study that is qualitative is the foundation for hypothesis development and study two is the primary study that provides with the overall conclusion of this topic. The topic of xenophobia has been chosen, because it holds significant relevance to our present society, because of the increase in i.e. immigration that has been argued to influence the level of xenophobia (Sanchez-Mazas & Licata 2015).