ABSTRACT
The specific area of consumption studies here is food, resulting in a concept of food-related lifestyle. The GrunertKlaus G have tried to develop an instrument that can measure food-related lifestyle in a cross-culturally valid way. To this end, he have collected a pool of 202 items, collected data in three countries, and have constructed scales based on cross-culturally stable factor patterns. These scales have then been subjected to a number of tests of reliability and validity. Even though some items and scales did show problems, the overall results are very promising: It seems he have tapped a set of relevant aspects of food-related lifestyle which can be used in cross-cultural studies aimed at market surveillance. The cross-cultural validity of the international lifestyle instruments remains to be demonstrated. The larger pan-European lifestyle studies like RISC and CCA provide data that aim at identifying similar lifestyle segments across borders, and numerous other lifestyle studies have tried to identify cultural differences in lifestyle.
