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Torben Hansen

Professor

Subjects
B2C Consumer behaviour Market Analysis Quantitative methods

Primary research areas

Consumer behaviour

I primarily investigate consumer behaviour in the areas of food consumption, sustainability and financial decision-making.

Applied statistics

I’m primarily interested in how various qualitative datasets (e.g. newspapers, television programmes, etc.) can be translated into quantitative statistical models, such as structural equation models, or other types of statistical models.

How insights into consumer behaviour create societal value

Overall, my research interests include consumer behaviour, marketing research methods, financial decision-making, and sustainable consumption. Specifically, I explore challenges such as risky financial behaviour, dietary stress, and sustainable consumption, aiming to improve consumer decision-making and public policy.  

My research enhances public understanding of consumer behaviour, influencing policy, business practices, and societal well-being.  

My ambition is to bridge academic insights with real-world impact – helping both public institutions and private companies make informed, socially responsible decisions. Particularly, my work guides companies or organisations in understanding consumer motivations and helps individuals make better financial and food-related choices.   

Outside activities

Madkulturen (the Danish Food Culture Institute), 2019–current

Member of the Expert Advisory Board.
Madkulturen

Pearson, 2012–current

Co-authoring Marketing Management, European Editions 1st to 5th.
Marketing Management