The research program aims to contribute to scientific knowledge in the area of marketing and consumer behaviour being relevant to the domains of agribusiness, food industry,food-related (governmental and NGO) institutions, and consumers.
The contributions are communicated through publications in scientific and professional journals. Socially relevant issues are translated into scientific questions. The interaction between knowledge "building" and society-driven research requires a multidisciplinary approach. The MCB group’s research uses concepts that originate in econometrics, psychometrics and psychology and other areas of social science.