This is the first Nordic textbook on Consumer Behaviour. The aims of the book are to describe and explain consumer behaviour in general and stimulate reflection on Nordic consumer behaviour in particular. The book is unique in that it includes contributions from key researchers in the Nordic countries representing a variety of disciplines. This textbook emphasises the Nordic perspective by including examples from the Nordic countries. The literature review is international, however, and refers to the most central literature on the topic.In the first part of the book, the focus is on consumers and consumption in society. Part two deals with consumers as individuals. In part three, the focus is on consumers in the sociocultural context in which consumption is constructed. Part four deals with consumers and communication.