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Thank you for your availability. My name is Irina Petris and I am studying Msc Global Marketing and Consumer Culture in Odense, Denmark. The purpose of this master’s thesis is to attain a deep understanding of the meaning of hygge, both in Denmark and abroad, understanding the beliefs, attitudes, values, and past behaviors of the targeted consumers, as well as to understand how far the concept of “hygge” is connected to consumption.
I would like to mention that there are no right or wrong questions, be free to express yourself. I am interested in your opinion, experiences and perceptions. I would like to mention that answers will be used for research purposes and I might have to quote you directly. If you do not wish me to use your real name, then please let me know. Please ask me anything if you feel unsure about the meaning of the questions or anything else that might occur.
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