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Katrin Merfeld is an Associate Professor at Utrecht University, focusing on sustainability marketing and the role of technology in consumer behavior. Her research emphasizes understanding how consumers engage with sustainable practices and the effectiveness of nature-based solutions, such as pocket parks and green roofs. She has participated in several European projects, including NATURESCAPES and ClimEx-PE, where she investigates stakeholder perceptions of sustainability and communication strategies to enhance engagement. Merfeld has extensive experience in past projects involving technology-enabled personalization in retail, user innovation, and the sharing economy. She has worked with German World Shops to promote Fair Trade marketing and has recently addressed the consumption of meat substitutes. At Utrecht University, she teaches Master’s courses on Platform Economy & Business and Sustainability Marketing. In her role as program coordinator for the Master in Business & Social Impact, she aims to foster a holistic understanding of marketing that aligns with creating sustainable consumer behavior.
Department of Psychology