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Kris­ti­an Roed Nielsen

Associate Professor

About

E-mail
Telephone
Office: +4538153428
Departments
Department of Management, Society and Communication
Room: DH.Ø.2.58
Subjects
Decision-making Innovation Entrepreneurship Consumer behaviour Sustainability Green transition

Primary research areas

So­cial Con­ta­gion and Herd­ing
Stud­ies how be­ha­vi­ors spread via peer in­flu­ence and crowd dy­nam­ics, shap­ing choices in con­sump­tion, in­vest­ment, and in­nov­a­tion.
Sus­tain­able Con­sumer Be­ha­vi­or
In­vest­ig­ates how val­ues, habits, and so­cial in­flu­ence drive every­day choices to­ward more sus­tain­able products and life­styles.
Sus­tain­able Entrepreneur­ship
Ex­plores how en­tre­pren­eurs cre­ate and scale ven­tures that de­liv­er en­vir­on­ment­al and so­cial value along­side eco­nom­ic re­turns.
Al­tern­at­ive Fin­ance and Im­pact In­vest­ing
Re­searches how crowd­fund­ing and oth­er non-tra­di­tion­al fund­ing mod­els sup­port ven­tures with pos­it­ive so­cial and en­vir­on­ment­al im­pact.

Ex­plor­ing de­cisions, be­ha­viour, and the power of crowds

I study how human decision-making shape sustainable action individually, collectively, and at scale. My work examines how behaviours spread through social contagion and herding, how values and norms guide consumer choices, and how alternative finance such as crowdfunding can support ventures with environmental and social impact.

By understanding these dynamics, I aim to design strategies and policies that harness the power of individuals and crowds to accelerate sustainable innovation. This includes helping entrepreneurs mobilise supporters, guiding organisations to foster sustainable consumer behaviour, and informing policymakers on enabling frameworks for change.

My research combines behavioural experiments, survey studies, and real-world data, with the ambition of turning human tendencies - whether rational, emotional, or collective - into drivers for a more sustainable future. 

Publications

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