Prof. Dr. Maureen Schulze

21335 Lüneburg, Universitätsallee 1, C11.404
Fon 04131.677-2224, maureen.schulze@leuphana.de
Juniorprofessor*in, Junior professorship of Sustainable Consumer Behaviour

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Vita

Maureen Schulze is Junior Professor for Sustainable Consumer Behaviour at the Centre for Sustainability Management. Her research focuses on understanding and facilitating the transition towards sustainable behavior change. She analyzes the behavioral mechanisms that shape sustainable purchasing decisions, as well as decision-making inconsistencies, such as the discrepancy between sustainability attitudes and actual consumer behavior. Additionally, she investigates sustainability transitions, particularly how innovations emerging in niche markets transition into the mainstream market. Her research explores the structural conditions that either enable or hinder sustainable consumer behavior, with a key focus on the role of (food) retailers as agents of change and their strategic levers to accelerate the transition toward more sustainable consumption patterns.

  • Since February 2025: Junior Professor for Sustainable Consumer Behavior at Leuphana University
  • 2021–2024: Postdoctoral Researcher
    Copenhagen Business School
    Department of Management, Society & Communication
  • June 2024: Visiting Researcher
    Wageningen University & Research
    Marketing and Consumer Behaviour Group 
  • 2020–2021: Postdoctoral Researcher
    Georg-August University of Göttingen
    Chair of Marketing for Food and Agricultural Products
  • October and November 2018: Visiting Researcher 
    Aarhus University
    School of Business and Social Sciences, 
  • 2017–2020: Doctoral Student
    Thesis titled Transformation Processes in Intensive Livestock Production Systems: Consumer Demands and Food Retailers Marketing Strategies
    Georg-August University of Göttingen
    Chair of Marketing for Food and Agricultural Products
  • 2013–2016: Master of Science, Agricultural Economics
    Christian-Albrechts University of Kiel

Publications

Journal contributions

  1. The Symbiotic Production of Food and Green Electricity: Consumer Preferences for Food Produced in Agrivoltaic Systems
    Maureen Schulze (Author) , Kristin Jürkenbeck (Author) , 01.02.2025 , in: Business Strategy and the Environment, 34, 2 , p. 2088-2102 , 15 p.

    Research output: Journal contributions › Journal articles › Research › peer-review

  2. How to move the transition to sustainable food consumption towards a societal tipping point
    Maureen Schulze (Author) , M. Janssen (Author) , J. Aschemann-Witzel (Author) , 01.06.2024 , in: Technological Forecasting and Social Change, 203 , 12 p.

    Research output: Journal contributions › Journal articles › Research › peer-review

  3. Welcome to the (label) jungle? Analyzing how consumers deal with intra-sustainability label trade-offs on food
    Maureen Schulze (Author) , Winnie Isabel Sonntag (Author) , Dominic Lemken (Author) , Achim Spiller (Author) , 01.03.2023 , in: Food Quality and Preference, 104 , 13 p.

    Research output: Journal contributions › Journal articles › Research › peer-review

View all publications

Courses