Master’s in Consumer Studies

This programme focuses on consumers from the perspectives of lifestyles, consumer behaviour, product design, economics, and communication science. The education has a multidisciplinary character by its relation with food sciences. You will receive the official diploma of the Master’s in Management, Economics and Consumer studies, specifying a Master's in Consumer studies.

The programme runs annually beginning in September each year. It comprises 120 credit points (ECTS), equivalent to two academic years. The academic year consists of 6 periods. Period 1,2,5 and 6 comprise six weeks of classes, one week of self-study and the exam week. In these periods, students often follow two courses worth 6 credits each. Period 3 and 4 entail of four weeks in which both the lectures and the exams take place. In these periods, students follow one course worth 6 credits. The expected workload is 40 hours per week.

For more detailed information about the profile or learning outcomes of this programme, check the Study Handbook.

Programme specific courses (30 ECTS)  

The programme courses in the first year are:  

• Consumer Studies for Sustainability: Perspectives and Ethics  
• Sensory Perception and Consumer Preference  
• Consumer, Technology, and Innovation  
• Advanced Consumer Studies  
• Advanced Quantitative Approaches for Consumer Studies (consisting of Advanced Survey Research and Advanced Experimental Studies) and/or Advanced Qualitative Approaches for Consumer Studies  

Academic Consultancy Training (12 ECTS)  

You also participate in the Academic Master Cluster, where teams of 5 to 7 students from different disciplines collaboratively work on a transdisciplinary-oriented academic consultancy project for an external commissioner.  

Electives 18 (ECTS)  

The space for electives can be used to deepen or broaden knowledge in each individual's field of interest, such as marketing, sensory sciences and lifestyle & cultures.

Courses first year.

Thesis (36 ECTS)  

The thesis (individual research) consists of 24 weeks of research and reporting (36 credits). The research is conducted under supervision of a staff member of one of the chair groups related to this master's programme. Writing this thesis is a valuable opportunity and learning experience, allowing you to run your own project in a topic that interests you. You can focus on a subject of your own choice or one that aligns with existing research. You can also look if you can conduct your thesis in collaboration with a company.

Internship (24 ECTS)  

The internship consists of 24 credits of project work in an institution outside of Wageningen University. The internship may either be undertaken in the Netherlands or abroad. The purpose of the internship is to provide students with a unique learning opportunity to apply acquired knowledge and skills in a professional setting. The experience gained from the internship also serves to help students focusing on their area of interest, as well as building confidence and maturity in their field. 

Courses second year.

The programme combines different teaching methods to support your learning. You’ll attend lectures, work on assignments independently or in a group and practice research skills during the year. In Problem-Based Learning (PBL) sessions, you’ll solve real-life cases with a group. There’s also room for self-study, both in and outside your schedule.

Throughout your studies at Wageningen University & Research, you will be guided by a dedicated study adviser who supports you in planning your academic path and making key decisions. The study adviser supervises the learning path that entails discussions to discover your passion and visits to graduates. You will also take part in academic skills training, receive personalised thesis supervision, and benefit from mentoring. The university’s supportive and interactive learning environment is designed to help you thrive—both in your studies and in your personal growth.

The MSc in Consumer Studies is a distinctive programme that combines subjects from behavioural economics, sociology, psychology, communication, and usability research. Our two-year masters offers theoretical and practical knowledge into how consumers make choices and how this impacts the economic and social ecosystems. We propose a sustainability and future-proof approach that is unique and specific to Wageningen University.

Compare the programme in Wageningen

Within Wageningen University, the MSc Consumer Studies is part of the family of the Master’s in Management, Economics, and Consumer Studies at Wageningen University and Research. Still, the programmes are singular and approach very different topics.

Curious how you can compare this programme for more help in your study choice? Check more information on Studiekeuze123.nl.

Typically, graduates of the master's Consumer Studies end up as multi-specialists, being able to work with people from different departments and backgrounds. As a graduate, you have various career opportunities. You can work as Consumer Expert in Marketing or Communication departments of Commercial Business, at Market Research companies, in NGO’s or a Government department. Or get a job as a researcher or teacher at a university. 

Have a look at the Career Booklet for more information about career opportunities.

Interested in the Master's in Consumer Studies? Find out whether your knowledge and skills match the entry level of the programme.

The criterion used for admission is

a WUR BSc degree in Management and Consumer Studies, Health and Society, Communication and Life Sciences, or equivalent.  

The norm for this equivalence is

≥20 ECTS in consumer sciences related courses of which:  

≥10 ECTS in at least one of the following disciplines:  

• Consumer behaviour  
• Behavioural economics  
• Psychology  
• Sociology  

And the remainder in:

• Economics  
• Communication sciences  
• Product design  
• Marketing  

Additionally, the candidate should have covered:  

• ≥10 ECTS in research methodology, including statistics  

Not all topics mentioned need to be mastered at the same level; they will be weighed by the Admission Board per individual application.

Method of assessment whether this norm is met  

• Transcript of records displaying the content of previous course subjects and project work;  
• Curriculum vitae displaying relevant work, internship and/or project experience on an academic level in a relevant field if applicable.  

Scores attributed by the Admission Board

Admitted / not admitted / admitted under condition of obtaining the BSc or MSc degree / not admitted with offer of pre-master.

You can apply for this Master's here.

Should it be necessary for Consumer Studies, a pre-master's can be followed in either September or February. 
The Admission Board may allow and/or suggest compensation of knowledge gaps by:  

• a GPA≥7.0* for the previous education for small discrepancies, as new knowledge is sufficiently easily acquired;  
• a GPA≥7.0* and an individual pre-master's programme for larger discrepancies that can be compensated in ≤30 ECTS and one year of study.  

*Check the general admission page for the International credentials evaluation guide for international equivalencies to a Dutch GPA>7.0. This guide includes compensating factors for a slightly lower GPA the Admission Board may include in their judgement.  

Contact us through the contact option below to discuss the possibilities of a pre-master's or how to mitigate knowledge gaps if you are still in the process of obtaining your degree.  

Find out more about pre-master's programmes.

Study programmes with knowledge gaps

University of Applied Sciences (NL: hbo) students often are required to follow additional courses in a pre-master's or as a minor during the previous study programme to cover the required previous knowledge. This usually consists of courses on quantitative research methodology and statistics and/or consumer Sciences. 

Planning your budget? Here’s what studying will cost. All information about the costs of this programme can be found on this page. 

Life as a student in Wageningen is about much more than lectures, assignments, or study hours. Find your own place to live, enjoy lively parties and social events, and discover the city’s cosy pubs or active student associations. Add in exciting festivals and unique sports clubs, and you’ll never run out of things to do, whether in Wageningen itself or just beyond. All information about student life in Wageningen can be found on this page.