Department of Management, Society and Communication

  • CBS Sustainability
Associate professor

Room: DH.Ø.2.59
E-mail: mj.msc@cbs.dk
Meike Janssen

My research focuses on consumer behaviour in the field of sustainable consumption, in particular on consumers’ decision-making processes related to sustainable products and the drivers of and barriers to sustainable product choices. I am interested in marketing instruments and policy interventions for fostering sustainable consumption, e.g. product labelling, third-party certification, consumer-oriented information, and price as a quality cue. I have done extensive research on food-related topics, especially on organic food, local food, vegan food, food with higher animal welfare standards, and sustainable food packaging.

Before coming to CBS, I was working at the Department of Agricultural and Food Marketing at the University of Kassel, Germany. I have a background in consumer behaviour, marketing, business administration, and policy studies.

Currently, I am involved in two corona-related research projects:

  1. Title: ‘Our Relationship with Food during the Covid-19 pandemic’
    Description: ‘Our Relationship with Food during the Covid-19 pandemic’ seeks to analyse how individuals, households, localities and countries are changing their behaviour and attitudes to food, and how this might be associated with their personal perceptions of the risks the Covid-19 pandemic brings. The project was initiated by Meike Janssen from the Consumer and Behavioural Insights Group (CBIG) together with Jeremy Millard from the Danish Technological Institute and partners from Germany, Italy and Belgium. More than ten countries are part of this project. In Denmark, over 1000 households recruited through a market research institute participated in the survey. First results are available. www.food-covid-19.org
  2. Title: CoronaCookingSurvey,
    CoronaCookingSurvey, a joint project by the Consumer and Behavioural Insights Group (CBIG) at CBS and Aarhus University in collaboration with the University of Antwerp, investigates the information sources about food and cooking that consumers draw upon, and how this might influence the way they eat, cook and buy food during the pandemic. From MSC, Lucia Reisch, Meike Janssen and Efthymios Altsitsiadis are involved. More than 500 consumers from Denmark took part in the survey, recruited through a market research institute. First results will soon be available. https://www.uantwerpen.be/en/projects/food-media-society/corona-cooking-survey/

I am a member of the Consumer and Behavioural Insights Group (CBIG) at the CBS Sustainability centre.


Primary research areas
  • Consumer behaviour
  • Sustainable consumption
  • Marketing for sustainable products
  • Consumer policy
  • Behavioural economics

Social media
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  • Marketing - The Essentials and the Trend Drivers, Bachelor, Elective
  • Culture & Cultural Economy, BSc European Business, 1st semester
  • Introduction to Statistics, Bachelor
Selected publications

Janssen, M. (2018). Determinants of organic food purchases: Evidence from household panel data. Food Quality and Preference 68:19-28.

Janssen, M., Busch, C., Rödiger, M. and Hamm, U. (2016). Motives of consumers following a vegan diet and their attitudes towards animal agriculture. Appetite 105:643-651.

Janssen, M., Rödiger, M. and Hamm, U. (2016). Labels for animal husbandry systems meet consumer preferences: Results from a meta-analysis of consumer studies. Journal of Agriculture and Environmental Ethics 29:1071-1100.

Janssen, M. and Hamm, U. (2014). Governmental and private certification labels for organic food: Consumer attitudes and preferences in Germany. Food Policy 49(2):437-448.

Janssen, M. and Hamm, U. (2012). Product labelling in the market for organic food: Consumer preferences and willingness-to-pay for different organic certification logos. Food Quality and Preference 25(1):9-22.

Publications List
Publications sorted by:
Meike Janssen; Betty P. I. Chang; Hristo Hristov; Igor Pravst; Adriano Profeta; Jeremy Millard / Changes in Food Consumption During the COVID-19 Pandemic : Analysis of Consumer Survey Data From the First Lockdown Period in Denmark, Germany, and Slovenia.
In: Frontiers in Nutrition, Vol. 8, 8.3.2021
Journal article > peer review
Isabel Schäufele; Meike Janssen / How and Why Does the Attitude-behavior Gap Differ Between Product Categories of Sustainable Food? : Analysis of Organic Food Purchases Based on Household Panel Data.
In: Frontiers in Psychology, Vol. 12, 16.2.2021
Journal article > peer review
Meike Ketelsen ; Meike Janssen; Ulrich Hamm / Consumers’ Response to Environmentally-friendly Food Packaging : A Systematic Review.
In: Journal of Cleaner Production, Vol. 254, 5.2020
Review > peer review
Meike Janssen; Isabel Schäufele; Katrin Zander / Target Groups for Organic Wine : The Importance of Segmentation Analysis.
In: Food Quality and Preference, Vol. 79, 1.2020
Journal article > peer review
Manika Rödiger; Enrique Garcia Moreno-Esteva; Meike Janssen; Ulrich Hamm / A Sequence Analysis of Organic and Conventional Food Consumers’ Visual Information Acquisition
In: Future of food: journal on food, agriculture and society., Vol. 7, No. 2/3, 2019
Journal article > peer review
Johann Steinhauser; Meike Janssen; Ulrich Hamm / Consumers’ Purchase Decisions for Products with Nutrition and Health Claims : What Role Do Product Category and Gaze Duration on Claims Play?.
In: Appetite, Vol. 141, 1.10.2019
Journal article > peer review
Antje Risius; Ulrich Hamm; Meike Janssen / Target Groups for Fish from Aquaculture : Consumer Segmentation Based on Sustainability Attributes and Country of Origin.
In: Aquaculture, Vol. 499, 2019, p. 341-347
Journal article > peer review
Johann Steinhauser; Meike Janssen; Ulrich Hamm / Who Buys Products with Nutrition and Health Claims? : A Purchase Simulation with Eye Tracking on the Influence of Consumers' Nutrition Knowledge and Health Motivation.
In: Nutrients, Vol. 11, No. 9, 12.9.2019
Journal article > peer review
Meike Janssen / Determinants of Organic Food Purchases : Evidence from Household Panel Data.
In: Food Quality and Preference, Vol. 68, 2018, p. 19-28
Journal article > peer review
Katrin Zander; Antje Risius; Yvonne Feucht; Meike Janssen; Ulrich Hamm / Sustainable Aquaculture Products : Implications of Consumer Awareness and of Consumer Preferences for Promising Market Communication in Germany.
In: Journal of Aquatic Food Product Technology, Vol. 27, No. 1, 2018, p. 5-20
Journal article > peer review
More results... (total 32 results)
Outside activities

Currently no outside activities