Inaugural lecture by Prof. Dr. Maureen Schulze
25 Nov
The School of Sustainability invites for the Inaugural lecture.
Content of the Inaugural Lecture
Transitioning towards more sustainable consumption patterns is essential to reducing environmental impacts and addressing broader sustainability challenges. However, encouraging consumers to adopt more sustainable behaviours remains challenging. While many approaches focus on individual decision-making, consumption choices are also shaped by the environments and structures in which they are made. This inaugural lecture draws on empirical research on sustainable consumer behaviour, with a particular focus on food consumption. Findings from experimental and field studies illustrate how individual and contextual factors influence consumption decisions and how targeted interventions can encourage more sustainable choices. Finally, the lecture places consumer behaviour change in the broader context of sustainability transitions and discusses how consumer behaviour research can contribute to wider societal change, while outlining directions for future research.