How can we encourage sustainable consumer choices?

Could you briefly introduce yourself? How long have you been at Leuphana, and what research interests have you pursued?

I have been working as an assistant professor at Leuphana University Lüneburg since February 2025, at the Center for Sustainability Management within the School of Sustainability. My research focus has evolved over the years: Even before my time at Leuphana, the transformation of the agricultural and food system was a central concern of mine. I was particularly interested in the food retail sector as the interface between production and consumption – and thus a key player that can directly influence purchasing decisions. Today, I focus broadly on sustainable consumption and, above all, on the question: How can we actually promote sustainable consumption choices? 

You recently published a new study. Can you explain the key findings to us in more detail?

Yes, the study was conducted during my time at Copenhagen Business School (CBS) and was a collaboration with an NGO, the food retail sector, and a colleague at CBS. The study addressed the question: How can the purchase of legumes in food retail be specifically promoted, both online and in regular stores? Legumes are important: They provide high-quality plant-based protein, are climate-friendly, and are versatile. According to dietary guidelines, people should consume at least 125 grams per week. That’s about 6.5 kilograms per year. In many European countries, however, actual consumption is significantly lower. This clearly demonstrates the need for action. The protein transition is a central component of sustainable food systems. Supermarkets play a key role here because that is where most purchasing decisions are made. Methodologically, we conducted a representative online survey with 838 participants, followed by two field experiments in a real online store involving approximately 18,000 transactions and additional experiments in 22 regular supermarkets.
The results show that placement is crucial. In both online and regular stores, purchases of legumes increase significantly when they are placed in the produce section. Placement in the meat section, on the other hand, had no effect. This demonstrates that strategies that work for plant-based meat alternatives cannot simply be applied to legumes. In regular stores, the combination of special placement and recipe inspiration was particularly effective: when customers saw practical recipe ideas alongside the legumes, they purchased them significantly more often.The food retail sector is one of the key players in the protein transition. At the same time, however, the study also shows that economic interests and shelf-space conflicts can limit even very ambitious measures. Therefore, in addition to voluntary efforts, a supportive policy framework is needed to assist the retail sector.

Does your research on sustainable consumption focus exclusively on the food retail sector?

One focus of my work is the transformation of the food system. But my research goes further: I also examine sustainable consumption in other areas of consumption, as well as social tipping points – that is, the conditions under which sustainable change becomes possible on a larger scale – and thus also the social processes that drive these transformations.

Your endowed professorship is funded by EDEKA ZENTRALE Stiftung & Co. KG. What does this collaboration look like in practice?

The collaboration is very intensive and valuable. We meet regularly to discuss current challenges in the food retail sector, such as the implementation of sustainability goals, customer behavior, or product assortment design. From these discussions, we jointly identify scientifically relevant research questions. The goal is to conduct research that is scientifically sound, yet practical and applicable to the retail industry. At the same time, I contribute the latest scientific findings to our discussions – for example, on behavioral psychology, decision-making, or the impact of interventions in retail. Another focus is the scientific monitoring and evaluation of sustainability measures implemented by EDEKA or other retail companies. This allows us to measure what really works and what doesn’t.

What specific goals is EDEKA pursuing with this partnership? Why is the food retail sector committed to sustainable consumption in the first place?

The food retail sector is increasingly aware of its responsibility for transforming the food system. Many companies, including EDEKA, have developed their own sustainability strategies in recent years – with varying focuses and levels of commitment.
There are several reasons for this:
 First, operational benefits play a role: Sustainable processes can increase efficiency, for example, through reduced waste, more efficient use of resources, or optimized logistics. 
Furthermore, new market opportunities can arise: Sustainable products and product lines open up new markets, for example, among younger, environmentally conscious customers.
 Competitive advantages can also play a role: Sustainability can serve as a differentiator, and companies that act credibly in a sustainable manner can set themselves apart from the competition. 
Last but not least, it is also evident that customers expect such efforts. Strong sustainability communication can build trust, foster customer loyalty, and ultimately improve the company’s image.

Does this topic also concern you in your personal life? Consumption is, after all, part of everyday life – how do you, as an expert, deal with it?

Absolutely! The topic is also part of my everyday life. When it comes to nutrition, I try to make as sustainable choices as possible: I consciously buy more legumes, look for seasonal and regional products, reduce my meat consumption, and so on. But I, too, notice that I’m influenced by external factors. The way products are displayed in the supermarket, advertising, the time I have – all of that plays a role. This also applies to other areas, such as clothing. I often ask myself: Why am I buying this product? Is it really necessary? What influences my decision: price, image, or habit? It is precisely these observations from everyday life that make my field of research so exciting. They constantly provide new ideas and questions. What I hope for from my students is not that they constantly evaluate their own behavior – but that they become more mindful. That they recognize the mechanisms behind their decisions, understand the challenges, and work with us to develop scientifically sound solutions.

What is your biggest goal as a researcher at Leuphana?

My goal is to conduct research that not only gets published in academic journals but also makes a difference. I want to help ensure that the food retail sector is used as a driver of transformation for sustainable food systems, with clear, effective measures that are supported by science and implemented in practice.
And I want to not only inform students, but also inspire them. I want to encourage them to think critically, creatively, and responsibly. This isn’t about constantly evaluating their own behavior, but rather about helping them recognize the mechanisms behind their decisions as a source of inspiration—to understand challenges and then develop scientifically sound solutions. After all, the transformation of society doesn’t begin solely in politics or the economy; it begins in our engagement with everyday life. And that is precisely where – in the question, How do I shop today? – the opportunity for change lies.

How do you situate your research within the broader context of sustainability?

My research is deeply embedded in the societal context of sustainability, guided by a clear overarching question: How can sustainable consumption actually be promoted? My focus is on food systems, as they are not only a key lever for sustainable development but also one of the biggest drivers of exceeding planetary boundaries. Our food system directly affects at least four of the nine planetary boundaries: land-use change, biodiversity loss, disruption of freshwater systems, and changes in the nitrogen and phosphorus cycles. In addition, approximately 30 percent of global greenhouse gas emissions stem from food production and consumption. At the same time, however, the system also holds enormous potential for positive change – for example, through increased consumption of plant-based proteins or a reduction in food waste. But here’s a crucial point: Sustainability is not a responsibility that rests solely with individuals. Of course, individual behavior matters. Those who shop mindfully, eat less meat, or choose seasonal products make an important contribution. But we must realize that individual decisions are significantly influenced by structural conditions. The placement of products in the supermarket, the design of promotions, the availability of alternatives, and pricing – all of these shape what we buy and why. That’s why the topic of systemic change is becoming increasingly important in my work. I’m interested in the conditions under which sustainable change becomes possible on a larger scale – for example, through so-called social tipping points. What does it take for a sustainable practice to move beyond being a niche and become widespread? What combination of policy frameworks, economic incentives, and social awareness leads to genuine transformation? Ultimately, my goal is to develop scientifically grounded solutions to societal sustainability challenges – solutions that can also be implemented in practice. Because research can only truly make a difference when it is linked to practice. And that is precisely my goal: science that not only observes but also helps shape a more sustainable future.

Her academic career began with a master’s degree in agricultural economics from Christian-Albrechts University in Kiel (2013–2016). She then conducted research at Georg-August University in Göttingen, where she completed her doctoral studies from 2017 to 2020 on the topic “Transformation Processes in Intensive Livestock Farming: Societal Demands and Policy Options in the Food Retail Sector.” During this time, she worked as a research assistant at the Chair of Marketing for Food and Agricultural Products and laid the foundation for her expertise in the field of sustainable food systems.

Following her doctorate, she worked as a research assistant at Georg-August University of Göttingen from 2020 to 2024 and moved to the Department of Management, Society & Communication at Copenhagen Business School (CBS) in 2021. There, she conducted extensive research on sustainable consumption, particularly on strategies to promote the consumption of plant-based proteins such as legumes. Her work was complemented by visiting fellowships at Wageningen University & Research (June 2024, Chair of Marketing and Consumer Behavior) and Aarhus University (October–November 2018), which further deepened her international perspective.

Since 2025, Maureen Schulze has been a junior professor at Leuphana University, focusing on the development of scientifically grounded approaches that support sustainable changes in consumer behavior in practice. Her work is characterized by a strong practical orientation and an interdisciplinary approach aimed at understanding and shaping societal transformations – from theory to implementation in the food retail sector.