Department of Marketing

Consumer Behavior

In this resarch area we develop and validate in particular explanation approaches of consumer behavior. This behavior-oriented and especially socialpsychological and culture-psychological grounded approach mirrors our other research fields.

Within the research area "consumer behavior" we pursue especially the analysis of transformative, ethical and political motivated and sustainable consumer behavior. Especially in wealthy industry nations topics like ethics and sustainability of consumption achieved increasing importance in the last decades. In particular, when the press reports about corporate social irresponsible behavior (e. g. shifts of factory plants into low wage countries, environmental scandals, unhealthy products, inhumane working conditions at suppliers sites etc.) public discussions arise, whether consumers can, should and want to control corporate behavior through conscious purchase decisions.