The Professorship of Sustainable Consumer Behavior examines the factors influencing sustainable consumer decision-making. A key focus is on understanding purchasing behavior in the retail sector.

The overarching goal ist to identify behavioral patterns and develop strategies to promote sustainable purchasing decisions. Additionally, it explores societal transition processes, investigating the mechanisms and market dynamics that drive sustainable comsumption patterns, particularly at the intersection of business and policy. By leveraging theoretical insights from behavioral economics, psychology, and transition management, the professorship aims to contribute to a profound understanding of sustainable behavioral changes and to derive practically oriented recommendations that support the transition process.