Hannah Danner M.Sc.

eMail: hannah.danner@tum.de
Tel.: +49-(0)8161-71-5024
Address: Technical University of Munich
Chair of Marketing and Consumer Research
Alte Akademie 16
D-85354 Freising

Research Interests

Sustainable Consumption Behavior

Organic Food Consumption

The Role of Consumer Beliefs

Text Mining for Social Media Data



Danner, H; Thøgersen, J. (2021): Does online chatter matter for consumer behaviour? A priming experiment on organic food. International Journal of Consumer Studies, 00:1–20, DOI: 10.1111/ijcs.12732

Danner, H.; Menapace, L. (2020): Using online comments to explore consumer beliefs regarding organic food in German-speaking countries and the United States. Food Quality and Preference, 83, 103912.

Danner, H.; Hagerer, G.; Kasischke, F.; Groh, G. (2020): Combining content analysis and neural networks to analyze discussion topics in online comments about organic food. Paper presented and published in the Conference Proceedings of "3rd International Conference on Advanced Research Methods and Analytics", July 8-9, 2020, Valencia, Spain.

Danner, H.; Hagerer, G.; Kasischke, F.; Groh, G. (2019): Finding wisdom in the consumer crowd – exploring online comments via content analysis and automated classification using deep neural networks for semantic similarity. Working Paper presented at Association of Consumer Research Conference, October 17-20, 2019, Atlanta, USA.

Danner, H. (2018): Getting closer to what drives consumer choices for organic food - an exploratory study into consumers’ beliefs. Working Paper presented at Nordic Conference on Consumer Research, June 12-14, 2018, Vaasa, Finnland.


Professional Experience

Since 03.2017
Research Associate, Chair of Marketing and Consumer Research, Technical University of Munich

Visiting Researcher, Marketing and Sustainability Research Group, Aarhus University, MAPP Centre, Denmark

Working student and internship positions i.a. at raabengrün – nachhaltig kommunizieren, Chair of Sustainable Entrepreneurship (TUM), Rapunzel Naturkost GmbH, juwi Energieprojekte GmbH, German Ministry of Foreign Affairs



Since 06.2018
PhD scholarship by the German Academic Scholarship Foundation

Master in Consumer Affairs, Technical University of Munich
Degree: M.Sc.

Master Thesis at FiBL (Research Institue of Organic Agriculture), Switzerland
Title: “Sustainability management of companies in the coffee sector”

Bachelor in International Cultural and Business Studies, Universität Passau
Degree: B.A.

Double Degree in International Management and Economics, Universidad del Salvador, Buenos Aires
Degree: Licenciatura