H (Houkje) Adema, MSc

As a consumer researcher at Wageningen Economic Research and PhD at the Marketing and Consumer Behaviour group, I work on various research projects on understanding, explaining and steering consumer behaviour. I have a background in consumer science and am particularly interested in behavior related to sustainable and healthy consumption. In my PhD I investigate how sustainability labels on food packaging can lead to more sustainable product choices. I focus in particular on how different labeling strategies (such as which products are labeled or which labels are used) have an influence on how consumers perceive the supermarket environment (e.g. more or less sustainable), and consequently behavior.