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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.
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