Wencke Gwozdz

Presentation

My main research focus is on transformative consumer research and sustainable consumption including public policy research, social marketing and quality of life research.

I am involved in two large scale EU projects on health behaviour. The I.Family Study (EU FP 7 project, 2012-2017, ifamilystudy) offers the unique possibility to investigate health behaviour of teenagers and their families in Europe. Here, I co-chair the Work Package “Consumer awareness, ethical acceptability and policy implications”. In Nudge-It (EU FP 7 project, 2014-2018, Nudge-it), we aim to explore food decision-making processes among consumers and induce a behavioural change towards healthier food consumption.
Two other projects focus on sustainable fashion consumption. In 2015, we started the second phase of MISTRA Future Fashion project (Swedish project financed by MISTRA,[](http://mistrafuturefashion.com/)Mistrafuturefashion.com , 2011-2019), where I am the leader of the User Theme. Here, we investigate questions such as how wellbeing (as opposed to guilt) can motivate consumers to more sustainable fashion consumption or how consumers perceive and accept new business models extending life of garments. In Trash-2-Cash (EU Horizon2020, 2015-2018, Trash2cashproject) , we look at how consumers perceive and accept products made of recycled textile waste. Here, I chair Work Package 6 “Evaluation of the business, environmental, and consumer potential of developed design concepts”

Next to the interdisciplinary research collaborations in the various project, I take on responsibility at the department for young researchers as the departmental PhD coordinator and supervise two PhD students. My teaching portfolio includes topics such as quantitative methods, consumer behaviour or sustainable consumption. 

Primary research areas

• Transformative consumer behaviour
• Sustainable consumption
• Behavioural economics
• Social marketing
• Health behaviour

Courses

• BLC - Research Methods and Writing Strategies (RMWS)
• Cand. linc.merc. - Forbrugerkultur og -kommunikation (IKM2)
• BLC - Unternehmensethik (GIGE)
• ILECMA - Management theory and social responsibility
• PhD Coordinator at the Department of Intercultural Communication and Management

Supervision

• Master theses: more than 15 supervised
• Topics: sustainable consumption within the areas of food, health and fashion consumption