dr. HWI (Erica) van Herpen

dr. HWI (Erica) van Herpen

Associate Professor

Erica van Herpen is Associate Professor in the Marketing and Consumer Behavior Group.

General reaserch topic: Consumer (food) purchases and at-home consumption decisions, and how these can be influenced

Current research: Current studies examine consumer decisions, both in retail settings and at home, to answer questions such as: How do household food practices at home influence food waste? How do retail practices influence not only consumers' in-store decisions but also how consumers treat products at home? How can we diminish the waste of food and packaging in households?

Topics center on:

  1. consumers' use of the assortment of food products at home, and resulting food waste
  2. the influence of cues in the retail setting on consumers' choices for healthy and sustainable food
  3. the influence of retail practices (e.g., price discounts, communication about food waste, availability of products) on household food management


The above presentation about household food waste was given during the bioeconomy policy day of the European Commission.

Personal website: http://ericavanherpen.wix.com/ericavanherpen#