Marketing and Consumer Behaviour
The Marketing and Consumer Behaviour group, led by Ilona de Hooge, carries out research focusing on marketing (management) and consumer behaviour issues related to food and agribusiness, and institutions interested in food and agriculture. We teach in various education programmes.
Research
At the marketing and consumer behaviour group, we are passionate about understanding consumer behaviour and marketing strategies with a focus on value propositions to consumers (B2C: business to consumer) and other actors within the value chain (B2B: business to business).
Education
Education by Marketing and Consumer Behaviour
We merge two perspectives on sustainability: consumer behaviour and business, integrating them into both our educational curriculum and research endeavours. With such an interdisciplinary background, we are in a unique position to introduce an interdisciplinary approach to our students. We offer a range of courses at the undergraduate and postgraduate levels; these courses cover topics such as consumer behaviour, marketing research, marketing strategy, branding, social marketing, and digital marketing.
Publications & Projects
We study consumer behaviour for understanding, but also for inspiration and guidance to better marketing strategies and decision making. Similarly, we aim at deeper understanding of marketing strategy performance and decision making, but clearly with customers and (end-)consumers in mind. Most of our projects have a strong focus on the areas of food, health, equality, and sustainability. We publish the results of our research on a regular basis.
Highlighted projects
- Rethinking Food Systems: Investigating Sustainable Market Transitions for Promoting Public Goods and Ecosystem Services in Livestock Farming
- Africa’s Evolving Food Systems and the Roles of Multinational Agri-Food Companies in Transforming Agriculture in Africa
- What labels can (un)intentionally do: using labelling strategies to signal social norms and stimulate sustainable food choices
Highlighted publications
- Do plant-based and blend meat alternatives taste like meat? A combined sensory and choice experiment study
- Development of food literacy in children and adolescents: implications for the design of strategies to promote healthier and more sustainable diets
- Can I @handle it? The effects of sponsorship disclosure in TikTok influencer marketing videos with different product integration levels on adolescents’ persuasion knowledge and brand outcomes
Chair Holder
Ilona de Hooge is full professor and the chair holder of the Marketing and Consumer Behavior group. Her research centres around several interconnected topics, including emotions like shame, guilt, pride, gratitude, imperfections, food (waste), sustainability and climate change, consumer, marketing, business, and supply chain decision-making. She has been awarded the Data & Insights Marketing Scientist of the Year 2024 Award.
prof.dr. IE (Ilona) de Hooge
Chair Marketing and Consumer Behaviour & Ad interim Chair Business Management & Organisation
People of Marketing and Consumer Behaviour
Meet the people of Marketing and Consumer Behaviour
