dr.ir. EJ (Ellen) van Loo

dr.ir. EJ (Ellen) van Loo

Associate Professor

Ellen J. Van Loo is an Associate Professor in Marketing and Consumer Behavior in the Digital Food Landscape

Areas of expertise

  • Online food choice environments (e,g online grocery shopping, online meal ordering)
  • Interventions with digital decision tools for healthy and sustainable consumer food choices
  • Digital food marketing and personalization
  • Food labeling
  • Healthy and sustainable food consumption
  • Consumer valuation, experimental methods, discrete choice modeling


Current Research
My current research focuses on IT-supported consumer food choices to encourage healthy and sustainable consumer food choices. This includes research on how to stimulate healthy and sustainable food choices in the online grocery shopping environment. The use of decision support tools and other digital tools in both the physical as online store to guide consumers to make healthier and more sustainable food choices are investigated.  

Keywords: Food choices in the digital environment; IT-supported consumer food choice; Decision support tools; Personalisation; Food labelling; Quality labelling; Novel food;  Willingness-to-pay; Sustainable and healthy food choice