Research Topics
The research topics covered by members of the MCB group range across the whole supply chain, from primary producers to consumers.
The table below lists the main topics that are covered, and the staff members who are involved in the topics.
Connecting marketing strategy and consumer behaviour
| Topic | Staff member |
|---|---|
| Food labelling, health claims, sustainability | Prof. dr Hans van Trijp |
| Relationship between different parties in the food supply chain; food waste; emotions; gift giving; e-commerce | Dr Ilona de Hooge |
| Consumer and marketing research methodology | Dr Ivo van der Lans |
Marketing strategy
| Topic | Staff member |
|---|---|
| Agricultural marketing; risk management; futures & options | Prof. dr Joost Pennings |
| Commodity Risk Management Expertise Centre (CORMEC) | Prof. dr Joost Pennings |
| Strategic marketing and sustainability in agrifood with specific attention to emerging market contexts | Dr Paul Ingenbleek |
| Understanding marketing decision making of small firms | Dr Frans Verhees |
Consumer behaviour
| Topic | Staff member |
|---|---|
| Consumer decision making in a retail context; household food waste | Dr Erica van Herpen |
| Understanding consumers’ healthy food consumption: motivation, competences and the environment | Dr Ellen van Kleef |
| Sustainable consumption | Dr Ynte van Dam |
| Consumer response to new products and innovative technologies | Dr Arnout Fischer |
| Multisensory perception, sensory marketing and consumer science methodologies | Dr Betina Piqueras Fiszman |
| Online and IT-supported consumer food choice; Food labelling; Novel food | Dr ir Ellen van Loo |