Research

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.

Projects

2022

DontWasteMeNow

In this project, we develop an test so-called "social norm nudges" to promote sustainable consumer behavior.

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2022

Consumer Perception of Brand Purpose and the Effect on Brand Success

While many brands claim a “purpose beyond profit”, it remains unclear which brands consumers perceive to be purpose-driven

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2022

Do Consumers Think too Linearly? Product Labels, Cognitive Biases and Consumption Decisions

Product labels influence purchase decisions and can even steer behavior in a certain direction. Wrongly designed, it doesn't contain the ...

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