CBS Sustainability

Consumer & Behavioural Insights Group


Consumer & Behaviour Insights Group visual image


The Consumer and Behavioural Insights Group (CBIG) consists of senior and junior researchers in the CBS Sustainability Centre at the Department of MSC at Copenhagen Business School. Coming from different disciplinary backgrounds and research fields, i.e. behavioural economics, environmental psychology, consumer behaviour and policy research, and political science, we share an interest in the demand side of markets (consumers, citizens), the Sustainable Development Goals (SDGs), and behavioural public policy. 

Core Group members:

Jan M. Bauer
Maria Figueroa
Fumiko K. Glückstad
Meike Janssen
Laura Krumm
Kristian Roed Nielsen
Lucia A. Reisch

For more information, please contact the Group Coordinators Lucia Reisch, or Jan Michael Bauer,

PDF iconSee the full member list here.


While our research projects span a wide range of topics - from healthy and sustainable food choices to sustainable crowd investment, from sustainable tourism to climate-friendly active mobility in cities - our common motivation is to help promote the SDGs, in particular sustainable consumption and production (SDG 12), health and well-being (SDG 3), and climate action (SDG 13).

Areas of expertise

  • Behavioural economics and policy
  • Consumer behaviour
  • Sustainable consumption and production
  • Prosumers and entrepreneurs
  • Intercultural consumer research
  • Field and laboratory experiments


CBIG is built around large, mostly empirical research projects that cover a broad range of sustainability topics. We currently work with data collected in recently closed EU FP7 projects (e.g., Nudge-it; I.Family; Global Value), H2020 projects (e.g., Trash-2-Cash) and national projects (e.g., MISTRA Future Fashion). CBIG members are also part of ongoing EU projects (e.g., JPI Policy Evaluation Network) and national (Danish, Swedish, German) projects (e.g., UMAMI). We aim to continue our strong track record in the acquisition of external funding.

We are highly committed to high-quality and high-impact research. Given our broad interest and frequent interdisciplinary collaborations, we regularly publish in quality outlets outside the traditional business school disciplines. We strive to continuously strengthen our methodological rigour and subscribe to the core ideas of Open Science. We understand research quality as an issue beyond bibliometric indicators, including concerns of ethical and sound research conduct.

Current projects

EU projectsJPI Policy Evaluation Network

PEN aims to valuate policy measures promote a healthy diet and physical activity of the population in terms of their content, implementation and effectiveness. The project started in February 2019 as part of the Joint Programming Initiative on a Healthy Diet for a Healthy Life (JPI HDHL). It will run for three years until the end of January 2022.

Read more about the project here.

National projectsUMAMI

The project specifically aims to investigate a main question: How can Chinese tourism to Denmark be increased? It aims to acquire a deeper understanding of tourists from emerging tourist countries (TETC) with special focus on Chinese tourists, by developing a formalized framework that investigates travel motivations, goals as well as mental pictures that TETC tourists have of Denmark as a tourist destination. This approach is accompanied by a complementary analysis of performance drivers of the tourism industry that enables us to measure the competitiveness and growth potential of the Danish tourism industry. Another vital scope is to integrate the aforementioned novel theoretical framework into “a segment-based data collection platform” enabling the intelligent analysis of complex and diverse intercultural segments of potential TETC, by employing state-of-the-art machine learning technologies. This can provide an efficient “segment-specific” communication strategy to attract more TETC tourists to Denmark. The project further proposes a process to tailor Danish tourism offerings to different types of potential TETC. Finally, the project provides insights into the exciting possibility of spill-over effects on Danish exports in the tourist’s home country.

Read more about the project here.

Past projects

EU FP7Nudge-it

The Neurobiology of Decision-Making in Eating - Innovative Tools

The Nudge-it consortium aims to develop a strong evidemce base to understand connections between neurobiological data on eating behaviour and the behavioural and economic reasons behins individual food choices. We focused particularty on low SES families and their food choice. Nudge-it developed new tools and experimental approaches to support the integration of behavioural and observational studies with neurobiological studies in a way that can lead to advances in consumer and nutrition research, providing the evidence base needed to educate stakeholders and inform policy.

Read more about the project here.


Determinants of eating behaviour in European children, adolescents and their parents

The project aimed to identify the reasons why young people in Europe eat the way they do and how this influences lifelong health. It was a follow-up study of the large cohort of the IDEFICS children and intends to reassess these families as their children move into adolescence. The project focused on their family environment, socio-behavioural and genetic factors to understand how they drive dietary behaviour of children. The I.Family Study has been coordinated by BIPS (UNIHB). LR led the WP on Consumer Behaviour.

Read more about the project here.

Gloval Value

GLOBAL VALUE is one of the largest EU-funded research projects to date addressing the measurement and management of business impacts on global sustainable development. It aims to create knowledge, tools and resources that companies and their stakeholders can use to comprehensively assess and better manage their impacts. Launched in 2014, GLOBAL VALUE has been investigating how Multinational Corporations measure and manage their impacts on global sustainable development. The project also dealt with assessing how corporate activities are complementing or contradicting official development aid and shed light on how international competitiveness and responsible business practices can be mutually reinforced in developing countries.

Read more about the project here.


Trash-2-Cash was an EU funded research project which aimed to create new regenerated fibres from pre-consumer and post-consumer waste. It was also pioneering a whole new way of developing materials.

Read more about the project here.

National projectsMISTRA Future Fashion

The Future of Sustainable Fashion

The project's objective was to promote systematic change of the Swedish fashion industry that leads to sustainable development of the industry and wider society. The project was divided into 8 research projects: a) recommendations/strategies for different stakeholders how to bring about systematic changes in the fashion industry; b) educational and feedback material for designers regarding design tools; c) shortened time to market introduction of novel textile fibers that are more sustainable than current alternatives; d) some major environmental problems within textile processing industry and use phase of textiles will be solved; e) textile recycling leading to high-value products through dissolution and spinning of new fibers of virgin quality; f) toolbox of communication strategies according to identified target groups; g) suggested framework of policy instruments.

Read more about the project here.

Policy and practice

CBIG members are in frequent dialogue with private and public actors. We are advising decision-makers in policy, civil society, and business with Europe and the Americas. CBIG aims to build bridges between academia, policy-makers and the public to identify innovative policy solutions and to initiate change. Ultimately, these efforts should increase well-being for all. We envisage a future of empowered consumers and citizens within a sustainable economy that respects the environment boundaries of our planet as well as the rights of future generations.

Group's highlights

We are glad to report that Efthymios Altsitsiadis became a member of CBIG after joining CBS for KU Leuven.
We also welcome our newest addition to the group Micha Kaiser, assistant professor in consumer methods.

Lucia Reisch published a book co-authored by Cass Sunstein titled “Trusting Nudges - Toward A Bill of Rights for Nudging” summarizing their year-long research into public attitudes towards nudge policies. Spoiler alert: a strong majority approve of them. Still worth a read and now available as paperback.


We believe in research-based teaching and aim to bring our latest research results and methods into the classroom. CBIG members contribute to a variety of programs/schools at CBS and regularly offer graduate and undergraduate courses (e.g., BLC, MAK, OMS, ISUP) with different focus such as:

  • Consumer behaviour and social marketing
  • Statistical analysis and quantitative methods
  • Sustainable consumption and development
  • Responsible Management
  • Behavioural Public Policy

For the future, we aim to broaden our teaching-base with an emphasis on sustainablity and capabilities in quantitative methods to increase students' ability to understanf and creade knowledge in an increasingly digital and quantitative world.

The page was last edited by: CBS Sustainability // 08/07/2020