Master's Consumer Studies

Why do consumers behave the way they do? What are their needs, desires and practices? How does this relate to society, where health and sustainability are seen as increasingly important? Consumer Studies offers a unique approach to study consumers in an ever changing society. This two-year program provides you the knowledge and skills to analyze consumers making choices, acquiring products and services, using these products and services and disposing of them. You will understand how consumers take rational and emotional decisions, in the short and the long-run. To understand consumers in all their complexity you learn to combine insights from sociology, economics, psychology, product design, communication, lifestyle and consumer behaviour in an interdisciplinary perspective. This consumer centered approach is unique and incomparable to other programmes. Graduates in Consumer Studies often find employment in businesses, NGO or governmental advisory roles or research and education.

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Why this programme?

  • Understanding consumers to improve quality of life is central to our programme.
  • We provide insights from the different perspectives of lifestyles, consumer behavior, product design, economics, communication science.
  • You study consumers in contexts relevant to the life sciences domain, integrating insights from a range of natural sciences such a food technology.
  • Consumer studies prepares professionals to apply a consumer centered view in business, governmental and non-governmental organizations, and research.

Study programme of MSc Consumer Studies

This is a two years programme, including a hands-on Consultancy course, an Internship and a Major thesis. If you want to know more, check the Study Programme

Application and admission

If you have a BSc in Psychology, Sociology, Economics, Communication Science, Marketing, Consumer Behaviour, Product Design, Agricultural Sciences or Food Sciences and you have included  Consumer Science courses in your programme, you might be eligible for this master. Check Admission and Application for more information.

Student experiences

The best way to get to know a place is by getting to know the people. Students share their experiences with you about the master's programme and student life in Wageningen on the page Student experiences.

I wanted to challenge and develop myself further by pursuing a Master degree after the HBO Food & Business and working at Picnic.
Student Lara

Future career

Typically graduates of the master's Consumer Studies end up in connecting ‘spider in a web’ roles, 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 as a researcher or teacher at a university. For some examples see Future Career