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Kris­ti­an Roed Nielsen

Associate Professor

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.