Sheth’s interest in how climate influences consumption reaches back to 1955, but it became particularly focused during his research for Coca Cola International, which wanted to know why some countries drink a lot of Coca Cola and others do not. Some countries were drinking Coke at the rate of 64 bottles per capita annually, while others’ consumption was a rate of 400 bottles per capita. Why? He discovered that consumption can be explained by the North-South latitude difference in climate, ranging from the arctic to the temperate to tropical. Part one of his book analyzes the relationship between climate and consumption, specifically the consumption of the basic necessities of life—food, clothing, and shelter. In part two he explores the role climate plays in shaping culture itself. Based on his research, Sheth recommends studying local conditions and either adapting products accordingly or creating new ones that members of the local culture find appealing.

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