Marketing and Consumer Behaviour
The Marketing and Consumer Behaviour group (MCB) carries out research focusing on marketing (management) and consumer behaviour issues related to food and agribusiness, and institutions interested in food and agriculture. We teach in various education programmes.
Chair holder
News
Research
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Marketing
In our research endeavors focused on marketing, our primary objective is to enhance comprehension of marketing strategy performance and decision-making processes, encompassing the entire value chain.
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Consumer Behaviour
Through our consumer research we aim to understand how consumers perceive, choose, acquire, use, and discard commercially available sustainable products and services in a social context.
Education
MCB brings unique contributions to multiple BSc and MSc programmes. Our education is rooted in marketing science, consumer behaviour, social psychology, and economics. We integrate basic marketing literature, recent developments in the literature, and our newest & latest research in our teaching.