Maria Manolika, Alexandros Baltzis

International Journal of Nonprofit and Voluntary Sector Marketing, 2020, 25(1): e1640
DOI: 10.1002/nvsm.1640



Although there is a robust research framework describing several motivational factors explaining cultural consumption behavior, most of these research endeavors do not rely on specific theories. Therefore, based on three psychological approaches and previous research, this study aims to identify the main motives of people consuming various cultural goods (i.e., books, recorded music, historical monuments, and festivals). To further extend current studies, this research suggests a hierarchical structure of consumer needs and investigates the motivational differences between cultural consumption behavior and demographic variables (gender and age).

A structural equation modeling was employed to confirm the structure of the consumers’ drives indicating that six motives (entertainment, escapism, cultural exploration, learning/curiosity, family togetherness, and socialization) can sufficiently describe individuals’ needs. The above dimensions can be sorted into three higher‐order types of motivation, which are the emotional, cognitive, and social ones. The results also revealed that there are significant differences in motivation depending on cultural participation, as well as demographic variables.

The current findings are important not only for academics, but also for who need to develop effective marketing strategies, increase consumer satisfaction, and meet their economic objectives.