Forbrugsforskningen

Forbrugsforskningen is a term used in Danish to denote the field of consumer research. It refers to scholarly study of how people buy, use, and think about goods and services, as well as how markets, culture, and policy shape consumption. The field is interdisciplinary, drawing on sociology, psychology, economics, anthropology, marketing, and public policy to analyze consumer behavior, spending patterns, and the social meaning of consumption.

Typical topics within Forbrugsforskningen include decision making and information processing, brand perception and loyalty, price sensitivity, and the role of media and digital platforms in shaping choices. Researchers also examine broader issues such as sustainable and ethical consumption, consumer rights and protection, inequality in access to goods, and the impact of globalization on domestic markets. In recent years, digital transformation, data privacy, and the ethics of data use have become prominent concerns in the field.

Research methods in Forbrugsforskningen are diverse, ranging from surveys, experiments, and interviews to ethnographic studies and large-scale data analysis. The aim is both descriptive and explanative: to understand how consumer behavior works in real settings and to inform businesses, policymakers, and consumer organizations about effective, fair, and sustainable practices.

Historically, the field emerged alongside the growth of modern consumer societies and market research, expanding in Denmark through collaboration across universities, research institutes, and industry partners. Today, Forbrugsforskningen serves as a label for academic inquiry and applied research into consumption, seeking to illuminate how individuals and households navigate markets within changing social and technological landscapes.