Research topic "Sustainability"
Sustainability in Market Decision-Making
The climate crisis, dwindling natural resources, growing social inequality or the impact of new technologies on our lives – in the face of these challenges, more and more stakeholders are articulating the demand for companies and their brands to have a positive impact on society and the environment. But how do markets with a "purpose beyond profit" work? Our current research also addresses this question by analyzing, among other things, how consumers search for and find their own values in brands, how they perceive the purpose of companies, and how this affects purchasing decisions.