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.
Primary research areas
Marketing for sustainable products
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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
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.