Department of Management, Society and Communication

Professor with special responsibilities

Room: DAL/2Ø.059
E-mail: wg.msc@cbs.dk

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, 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
Curriculum Vitae
Link to this homepage
  • 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


  • Master theses: more than 15 supervised
  • Topics: sustainable consumption within the areas of food, health and fashion consumption
Other teaching activities
  • OMS PhD course - Applied quantitative methods for non-quantitative doctoral researchers in organization and management studies
Selected publications
  • Reisch, L., Sunstein, C.R. & Gwozdz, W. (2017) Better than a Whip? European Attitudes Toward Health Nudges. Food Policy. (forthcoming)
  • Gwozdz, W., Sousa-Poza, A. Reisch, L. A., Bammann, K., Eiben, G., Kourides, Y., Kovacs, E., Lauria, F., Konstabel, K., Santaliestra-Pasias, A. M., Vyncke, K. & Pigeot, I. on behalf of the IDEFICS Consortium (2015). Peer effects on obesity in a sample of European children. Economics & Human Biology, 18, 139-152.
  • Gwozdz, W. (2015). Obesity, sustainability and public health. In: J. Thøgersen and L.A. Reisch (eds.). Handbook of research on sustainable consumption. Cheltenham:  Edward Elgar Publishing. 224–240.
  • Bly, S., Gwozdz, W. & Reisch, L. (2015). Exit from High Street – An exploratory study of sustainable fashion consumption pioneers. International Journal of Consumer Studies, 39 (2), 125-135.
  • Wencke Gwozdz; Alfonso Sousa-Poza; Lucia Reisch; Wolfgang Ahrens; Gabriele Eiben; Juan M. Fernández-Alvira; Charalampos Hadjigeorgiou; Stefaan De Henauw; Eva Kovács; Fabio Lauria; Toomas Veidebaum; Garrath Williams; Karin Bammann / Maternal Employment and Childhood Obesity : A European Perspective.
    In: Journal of Health Economics, Vol. 32, No. 4, 7.2013, p. 728-742


Publications sorted by:
Wencke Gwozdz; Lucia A. Reisch / Instruments for Assessing the Role of Commercials on Children’s Food Choices
In: Instruments for Health Surveys in Children and Adolescents. ed. /Karin Bammann; Lauren Lissner; Iris Pigeot; Wolfgang Ahrens. Cham : Springer 2019, p. 209-230 (Springer Series on Epidemiology and Public Health, Vol. 6)
Book chapter > peer review
Hannah S. Jilani; Hermann Pohlabeln; Kirsten Buchecker; Wencke Gwozdz; Stefaan De Henauw; Gabriele Eiben; Dénes Molnar; Luis Alberto Moreno; Valeria Pala; Lucia A. Reisch; Paola Russo; Toomas Veidebaum; Wolfgang Ahrens; Antje Hebestreit / Association between Parental Consumer Attitudes with Their Children’s Sensory Taste Preferences as Well as Their Food Choice
In: PLOS ONE, Vol. 13, No. 8, 1.8.2018
Journal article > peer review
Esben Rahbek Gjerdrum Pedersen; Wencke Gwozdz; Kerli Kant Hvass / Exploring the Relationship Between Business Model Innovation, Corporate Sustainability, and Organisational Values within the Fashion Industry
In: Journal of Business Ethics, Vol. 149, No. 2, 5.2018, p. 267–284
Journal article > peer review
Melissa K. Weinberg; Robert A. Cummins; David A. Webb; Wencke Gwozdz / Incentivised Online Panel Recruitment and Subjective Wellbeing : Caveat Emptor.
In: Journal of Well-Being Assessment, Vol. 2, No. 1, 2018, p. 41-55
Journal article > peer review
Isabel Iguacel; Juan M. Fernandez-Alvira; Wolfgang Ahrens; Karin Bammann; Wencke Gwozdz; Lauren Lissner; Nathalie Michels; Lucia A. Reisch; Paola Russo; Aliz Szommer; Michael Tornaritis; Toomas Veidebaum; Claudia Börnhorst; Luis Alberto Moreno / Prospective Associations between Social Vulnerabilities and Children's Weight Status : Results from the IDEFICS Study.
In: International Journal of Obesity, Vol. 42, No. 10, 2018, p. 1691-1703
Journal article > peer review
Kristian S. Nielsen; Wencke Gwozdz / Report on Geographic Differences in Acceptance of Alternative Business Models
Stockholm : Mistra Future Fashion 2018, 16 p. (Mistra Future Fashion Report, No. 3, Vol. 2018)
Report > peer review
Kristian Roed Nielsen; Tina Mueller; Wencke Gwozdz; Jan Michael Bauer; Kristian S. Nielsen / Task 3.3 Consumer Evaluation of Materials and Products Developed Within the Project : Designed High-value Products from Zero-value Waste Textiles and Fibres Via Design Driven Technologies.
Frederiksberg : Copenhagen Business School, CBS 2018, 45 p.
Report > peer review
Tina Mueller; Wencke Gwozdz / The Consumer as (Political) Agent of Change : Possibilities and Boundaries for True Environmental Impact in Clothing Consumption.
In: Conference Proceedings of the Macromarketing Conference 2018: Change between Complexity and Simplicity. . ed. /Helge Löbler; Janine Mörstedt; Michelle Wloka; Pablo Barriga; Sebastian Stieler. Leipzig : Macromarketing Society Inc. 2018, p. 230-237
Article in proceedings > peer review
Wencke Gwozdz; Kristian S. Nielsen; Shipra Gupta; James Gentry / The Relationship between Fashion and Style Orientation and Well-being
In: Conference Proceedings of the Macromarketing Conference 2018: Change between Complexity and Simplicity. . ed. /Helge Löbler; Janine Mörstedt; Michelle Wloka; Pablo Barriga; Sebastian Stieler. Leipzig : Macromarketing Society Inc. 2018, p. 1089-1114
Article in proceedings > peer review
Andreas Rasche; Wencke Gwozdz; Mathias Lund Larsen; Jeremy Moon / What Firms Leave Multi-stakeholder Initiatives? : An Analysis of Delistings From the UN Global Compact.
Paper presented at 78th Annual Meeting of The Academy of Management , 2018
Paper > peer review
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