Department of Management, Society and Communication

  • CBS Sustainability

Room: DH.Ø.2.48

Having joined CBS in 2006, I work today as a full professor of consumer behaviour and consumer policy at the Department of Management, Society and Communication (MSC) within the CBS Sustainability cluster. A behavioral economist by training with a strong interest in consumer research and policy, I founded the Consumer and Behavioural Insights Group (CBIG) at MSC. My main research focus today is on behavioural economics, behavioural public policy, sustainable consumption (in particular, energy, food and health, active mobility and fashion), intercultural consumer behaviour, consumers and digitization, as well as consumer policy. Over the past years, I have been involved as principal investigator in several large EU research projects on consumer behaviour and policy (FP6 and FP7), as well as participating in German and Swedish research projects (see list of research projects).

Outside but linked to my work at CBS, I also hold a permanent Guest Professorship at the Zeppelin University of Friedrichshafen (Germany). In 2017, I was appointed as honorary Leibniz Chair, jointly awarded by the German Leibniz Association and the Leibniz Institute of Prevention Research and Epidemiology (BIPS) in Bremen.

Besides academic research, teaching and outreach, I am engaged in policy consultancy, e.g. as a member of the German Council for Sustainable Development, the Ethics Commission for Safe Energy Supply, the German Bioeconomy Council and the German Advisory Council for Consumer Affairs, all of which consult with the German federal government. I am also honoured to consult with governments and non-governmental organizations in different countries on how to apply behavioural insights to increase citizens’ welfare and foster sustainable development. I also work with the OECD, the European Commission, the World Bank and UN bodies on sustainable consumption issues.  

For almost 20 years, I have been one of the Editors in Chief of the Journal of Consumer Policy (SpringerNature Publishers) and a member of the Editorial Board of several academic journals and book series.

In 2012, I was elected to become a lifelong member of Germany's Academy of Technical Sciences (acatech).

Click here for an overview of PDF iconmy current and past research projects.


Primary research areas
  • Consumer research
  • Behavioural public policy
  • Consumer policy
  • Sustainable consumption
  • Public health and consumers
  • Behavioural economics
Curriculum Vitae
Social media
Link to this homepage

I am currently supervising PhDs and PostDocs from CBS (DK), Stockholm School of Economics (S), The Catholic University of Cordoba (AR), and Zeppelin University (D).

Other teaching activities

Click here to see an overview of PDF iconLucia Reisch' teaching portfolio (2019).

Selected publications

(2020) [Micha Kaiser, Manuela Bernauer, Cass R. Sunstein, Lucia A. Reisch]. The power of green defaults: The impact of regional variation of opt-out tariffs on green energy demand in Germany. Ecological Economics. 174. 106685.

(2020) [Wencke Gwozdz, Lucia A. Reisch, Gabriele Eiben, Monica Hunsberger, Marge Eha, Kenn Konstabel, Eva Kovács, Edyth Luszczki, Artur Mazur, Edina Mendl, Marge Saamel & Maike Wolters, on behalf of the I.Family consortium]. The effect of smileys as motivational incentives on children's food choices: A field experiment in European primary schools. Food Policy (accepted).

(2019) [Cass R. Sunstein & Lucia A. Reisch]. Trusting nudges: A bill of right for nudging. London: Routledge.

(2018) [Cass R. Sunstein, Lucia A. Reisch & Micha Kaiser]. Trusting nudges? Lessons from an international survey. Journal of European Public Policy (published open access)

(2018) [Cass R. Sunstein & Lucia A. Reisch]. Greener by default. Trinity College Law Review (forthcoming); available online as: Discussion Paper No. 951 02/2018, Harvard Law School, John M. Olin Center for Law, Economics, and Business, Harvard University, Cambridge, MA)

(2018) [Cass R. Sunstein, Lucia A. Reisch & Julius Rauber]. A worldwide consensus on nudging? Not quite, but almost. Regulation & Governance 12(1), 3-22. (published first online 26 July 2017).

(2018) [Caezilia Loibl, Cass R. Sunstein, Julius Rauber & Lucia A. Reisch]. Which Europeans like nudges? Approval and controversy in four European countries. Journal of Consumer Affairs. (published first online 29 January 2018).

(2018) [Jan Bauer & Lucia A. Reisch]. Behavioural insights and (un)healthy dietary choices: A review of current evidence. Journal of Consumer Policy, 41. (published first online 14 September 2018).

(2017) [Lucia A. Reisch & Min Zhao]. Behavioural economics, consumer behaviour, and consumer policy: State of the art. Behavioural Public Policy, 1(2), 190-206 (published first online 6 October 2017).

(2017) [Timm Intemann, Claudia Börnhorst, Lucia A. Reisch, Garrath Williams, Lauren Lissner, Myfanwy Williams, Antje Hebestreit & Iris Pigeot on behalf of the I.Family consortium]. Obesogenic diets in European children – from nutrients to causes-of-cause. Public Health Panorama (Journal of the WHO Regional Office for Europe) (accepted).

(2017) [Lucia A. Reisch, Cass R. Sunstein & Wencke Gwozdz]. Beyond carrots and sticks: Europeans support health nudges. Viewpoint article. Food Policy, 69, 1-10.

Publications List
Publications sorted by:
Lucia A. Reisch; Cass R. Sunstein; Mark Andor; Friederike C. Döbbe; Johanna Meier; Neal R. Haddaway / Mitigating Climate Change via Food Consumption and Food Waste : A Systematic Map of Behavioral Interventions.
In: Journal of Cleaner Production, Vol. 279, 1.2021
Review > peer review
Katharina Stahlmann; Antje Hebestreit; Stefaan DeHenauw; Monica Hunsberger; Jaakko Kaprio; Lauren Lissner; Dénes Molnar; Alelí M. Ayala-Marín; Lucia A. Reisch; Paola Russo; Michael Tornaritis; Toomas Veidebaum; Hermann Pohlabeln; Leonie Helen Bogl / A Cross-Sectional Study of Obesogenic Behaviours and Family Rules According to Family Structure in European Children
In: International Journal of Behavioral Nutrition and Physical Activity, Vol. 17, No. 1, 2020
Journal article > peer review
Wencke Gwozdz; Lucia A. Reisch; John Thøgersen / Behaviour Change for Sustainable Consumption
In: Journal of Consumer Policy, Vol. 43, No. 2, 2020, 5 p., p. 249-253
Lucia A. Reisch; Friederike C. Döbbe / Book Notes “Economics and Social Sciences” 2/2020
In: Journal of Consumer Policy, Vol. 43, No. 2, 6.2020, p. 423-432
Book review
Alan Mathios; Hans-Wolfgang Micklitz; Lucia A. Reisch; John Thøgersen; Christian Twigg-Flesner / Consumer Policy in the Age of Covid-19
In: Journal of Consumer Policy, Vol. 43, No. 3, 2020, 3 p., p. 433-435
Kristian S. Nielsen; Paul C. Stern; Thomas Dietz; Jonathan M. Gilligan; Detlef P. van Vuuren; Maria J. Figueroa; Carl Folke; Wencke Gwozdz; Diana Ivanova; Lucia A. Reisch; Michael P. Vandenbergh; Kimberly S. Wolske; Richard Wood / Improving Climate Change Mitigation Analysis : A Framework for Examining Feasibility.
In: One Earth, Vol. 3, No. 3, 2020, p. 325-336
Journal article > peer review
Alan Mathios; Hans W. Micklitz; Lucia A. Reisch; John Thøgersen ; Christian Twigg-Flesner / Journal of Consumer Policy’s 40th Anniversary Conference : A Forward Looking Consumer Policy Research Agenda.
In: Journal of Consumer Policy, Vol. 43, No. 1, 2020, 9 p., p. 1-9
Jana Baldy; Sabine Bietz; Timo Eckhardt; Andreas Ernst; Roman Götzmann; Hans-Jörg Henle; Benjamin Hennchen; Iris Joschko; Michael Krumböck; Sylvia Kruse; Detlev Kulse; Matthias Meier; Heidrun Moschitz; Michael Pregernig; Johanna Quendt; Lucia A. Reisch; Heiner Schanz; Carola Schraff; David Sipple; Anja Thome / Kommunen gestalten Ernährung : Neue Handlungsfelder nachhaltiger Stadtentwicklung.
Berlin : Deutscher Städte- und Gemeindebund 2020, 32 p. (DStGB Dokumentation , No. 153, Vol. 2020)
Elida Sina; Christoph Buck; Gabriele Eiben; Stefaan De Henauw; Lauren Lissner; Dénes Molnar; Luis Alberto Moreno; Lucia A. Reisch; Alfonso Siani; Yiannis Kourides; Toomas Veidebaum; Wolfgang Ahrens; Antje Hebestreit / Media Use and Metabolic Syndrome and its Components in Europeans Children and Adolescents : Results from the I.Family Study.
In: Abstract book for the ISBNPA 2020 Annual Meeting. ed. /Wendy van Lippevelde; Erica Hinckson. : International Society of Behavioral Nutrition and Physical Activity 2020, 2 p., p. 206-207
Conference abstract in proceedings
Lucia A. Reisch / Nudging hell und dunkel : Regeln für digitales Nudging.
In: Wirtschaftsdienst, Vol. 100, No. 2, 2.2020, p. 87-91
Comment/debate > peer review
More results... (total 200 results)
Academic Interests

Member of the Scientific Board of the NEWCOMERS project (New clean energy communities in a changing European energy system) funded by H2020.

About the project:Using a highly innovative holistic approach – drawing on cutting edge theories and methods from a broad range of social sciences coupled with strong technical knowledge and industry insight – the NEWCOMERS consortium will analyse European energy communities from various angles.

By taking an interdisciplinary approach and through employing co-creation strategies, in which research participants are actively involved in the design and implementation of the research, the NEWCOMERS project will deliver practical recommendations about how the European Union as well as national and local governments can support new clean energy communities to help them flourish and unfold their potential benefits for citizens and the Energy Union.


Research Projects
Outside activities

Name of contractual partner


The type of activity

Dr. h.c. Ferdinand Porsche AG, Stuttgart (Germany)

2017 - today

Lucia chairs the Sustainability Council of the Porsche Company, an independent board of expert consultants on the topic of sustainability that advises the Executive Board of the company.

Council for Sustainable Development -  Deutsche Gessellschaft für Internationale Zusammenarbeit (GIZ), Berlin (Germany)

2010 - 2019

Member of the German Council for Sustainable Development; appointed by the Chancellor of the Federal Republic of Germany. The Council functions as a consultant for the German Federal government on sustainability issues.

Stiftung Warentest, Berlin (Germany)

2008 - today

Member of the Board of Trustees; appointed by the Ministry of Justice and Consumer Affairs (Berlin). Board directorship representing consumer research and policy. 

Robert Bosch Foundation, Stuttgart (Germany)

2017 - today

Committee „Forschung für Nachhaltigkeit“ (Research for Sustainability).

The committee selects yearly one Junior Professorship in Sustainability and functions as a consultant for the Robert Bosch Foundation on Research matters.

MISUM (MISTRA Center for Sustainable Markets), Stockholm School of Economics, Stockholm (Sweden)

2014 - 2019

Board member of MISUM (MISTRA Center for Sustainable Markets), a center of excellence for advancing market practices towards sustainable development to enhance the capabilities and competitiveness of Sweden at the Stockholm School of Economics (SEE), Stockholm (SE).

SCHUFA (Schutzgemeinschaft für allgemeine Kreditsicherung), Wiesbaden ( (Germany)

2008 - today

Member of the SCHUFA Consumer Committee (“Verbraucherbeirat”) that functions as a consultant for the Board on consumer policy issues.  

German Federal Ministry of Justice and Consumer Protection (BMJV) Berlin (Germany).

2014 - 2018

Chair of the Council of Economic Advisors on Consumer Issues (Sachverständigenrat für Verbraucherfragen). The council functions as a consultant for the German government (particularly, the Minister for Justice and Consumers) on consumer policy issues.

oekom research AG Munich in Munich (

2013 - 2018

Member of the Board of Experts, which functions as a consultant for the Board on sustainable finance and research issues.  

Zeppelin University Friedrichshafen (Germany)

2011 - today

Honorary Adjunct Professorship for “Consumer Research and Consumer Policy” at the Zeppelin University, Friedrichshafen. Research activities and political consulting 

European Commission


Expert work (reviewing and writing reports)

German Ministry of the Environment / Federal Environmental Agency

2016 - today

Expert work (reviewing, consultant on research agenda, evaluation of policies)

Ministry of Rural Regions and Consumer Protection Baden-Württemberg 2014 - today Expert work (reviewing, consultant on research agenda, evaluation of policies), Washington DC 2019 - today Member of the Scientific Board of Advisors
TUI Cruises, Hamburg 2020 - Member of the TUI Cruises Sustainability Committee. The Committee functions as a consultant for the Board on sustainability issues.
Global Citizen 2020 - Sustainability advisor for the ‘Global Goal Live: The Possible Dream’ campaign.