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Wencke Gwozdz

Assistant professor , Dr. oec.
Wencke Gwozdz

Department of Intercultural Communication and Management

Porcelænshaven 18A
DK-2000 Frederiksberg
Tel.: +45 3815 3391
Fax:+45 3815 3840
E-mail: wg.ikl@cbs.dk



Link to this homepage: uk.cbs.dk/staff/wg

Affiliated with cbsCSR

Currently, I am mainly involved in a major EU project called IDEFICS study ( www.idefics.eu ). This project deals with the increased childhood obesity pandemic which became a challenge for all modern societies. IDEFICS is a highly interdisciplinary and intercultural project reviewing the situation across Europe on 17.000 children aged between 2 and 10 years. Within the consumer science area, my responsibilities are to explore the role of commercial communication on children’s food choices as well as internal and external factors influencing children’s health behaviour and thus, the prevalence of obesity.
Strongly connected to the IDEFICS study, is my interest in ethical food marketing aimed at children. Here, I focus on key stakeholders that are involved in the ongoing discussion about its regulation and on the dynamics as well as the process of developing working policy tools.
The common denominator of all my research is sustainable consumption, i.e., the role of consumers and their interplay on markets with the industry, media and policy-makers.

Primary research areas

  • Consumer behaviour
  • Sustainable consumption
  • Consumer & public health policy
  • Social marketing
  • Behavioural economics


Selected publications

  1. Reisch, L. and Gwozdz, W. (2010). Chubby cheeks and climate change: Childhood obesity as a sustainable development issue. International Journal of Consumer Studies (online first).
  2. Reisch, L., Gwozdz, W. and Beckmann, S. (2009). Consumer Science. In: I. Pigeot-Kübler and W. Ahrens (eds.). Epidemiology of Obesity in Children and Adolescents. New York, NY: Springer.
  3. Gwozdz, W., Hockerts, K. and Reisch, L. (2009). Lappset: How to market an innovative product in a highly competitive arena. In: G. Raab, R. A. Ajami and G. J. Goddard (eds.). The psychology of marketing: Cross-cultural perspectives. London: Gower Publishers.
  4. Gwozdz, W. and Sousa-Poza, A. (2010). Explaining gender differences in housework time in Germany. Journal of Consumer Policy, 33(2): 183-200.
  5. Gwozdz, W. and Sousa-Poza, A. (2010). Ageing, health and life satisfaction of the oldest old: An analysis for Germany. Social Indicators Research, 97(3): 397-417.


Last updated by Lise Søstrøm 12/01/2011