Shaping Sustainable Consumer Behaviour

The Consumer Lab explores how societal trends and key factors influence consumer behaviour. Our mission is to identify the drivers and barriers to sustainable consumption and provide recommendations for responsible practices in areas such as food management, household equipment, reuse, and upcycling. Using advanced technologies for marketing research like EEG and eye-tracking, we gather insights to develop strategies that promote conscious and sustainable consumer choices.

 

Research Areas

Food waste reduction

Food waste is not just a social or economic issue, but also an ethical and sustainability concern. At the Consumer Lab, we tackle food waste by examining its causes and identifying strategies to motivate consumers to reduce it. We investigate factors influencing food waste behaviour and promote responsible consumption.

Food waste sorting

Our objective is to develop a methodology for the collection and sorting of food waste that is acceptable to all key stakeholders in waste management, including consumers, municipalities, and waste collection companies, while seeking methods to repurpose it within a circular economy framework.

Upcycling and reuse

Upcycling and reuse are key practices in the circular economy that focus on reducing waste and extending the lifecycle of products consumers use in households on a daily basis. The research focuses on consumer behaviour and the factors influencing preferences for upcycled and reused products.

Fast fashion and slow fashion

Consumer Lab addresses the issues of slow fashion versus fast fashion, focusing on generational behaviour patterns and consumption habits. We aim to drive behavioral change towards more conscious consumption and support the circular economy.

Neuroscience

Using neuroscience, we explore consumer perceptions of marketing communications and the role of sensory experiences in decision-making, especially in online trends. Additionally, neuroscience serves as a foundational tool across all research areas, enhancing our understanding and strategies.

Smart food

The Smart Food educational project is designed to teach children how to reduce food waste and handle food responsibly. By providing learning resources available on the FutureBooks platform, the project aims to foster a positive change in consumer habits, making waste reduction a standard part of everyday life.