Wageningen University is recruiting an inspiring professor to lead the Marketing and Consumer Behaviour chair group. The Marketing and Consumer Behaviour (MCB) group of Wageningen University is a unique marketing group. Being part of a Life Science university with a strong position in the agricultural and food domain, the MCB group excels in marketing and consumer behaviour in the agricultural, agribusiness, food, and sustainability domains. With its unique blend of people, the group has expertise on all marketing and consumer-focused activities in the value chain, ranging from the farmer to the consumer, and including marketing- and consumer-relevant behaviours of relevant stakeholders (e.g., NGOs, governments) for food and agribusiness. MCB's research examines societally relevant topics such as the roles of markets and consumers in sustainable and healthful (food) production and consumption.
Central to the education and research of MCB is the realisation that (food) systems need to become more sustainable, and the group aims to encourage all stakeholders of the value chain, including consumers, to support and embrace this. The group considers that a thorough understanding of marketing and consumer behaviour is needed to provide solutions for a more sustainable and healthful food system. Consequently, the research is published in the interdisciplinary and applied agri-food (including health, sustainability and sensory) literature domains, in addition to the mainstream marketing and consumer behaviour journals.
The research is theory-driven and aims to provide a deep understanding of (un)sustainable behaviours of all value chain actors, from farmers to consumers. Thereby the group uses state of the art marketing and consumer theories and uses its in-depth knowledge of food- and agribusiness relevant contexts to test and refine theoretical frameworks. The research is positioned at the interface of basic and applied sciences, and it is made to support sustainable and healthy behaviours and market structures – following WURs “science for impact” motto.
The mission of MCB is to develop and share knowledge about marketing and consumer behaviour in inter-, trans-, or -disciplinary manners, that will aid food, agricultural, and agribusiness marketing systems to move towards societally valued goals such as sustainability and healthfulness
. In the teaching of the MCB group, basic and fundamental knowledge are both essential to develop a thorough understanding of all human aspects related to food, sustainability, or health. The MCB group contributes to courses in a broad range of education programmes.
As a chair holder you lead the group in developing a vision on academic research, education and societal engagement and impact, and you are a binding force within the group. You coach academics in different phases of their careers, supervise PhD candidates and represent the group within and outside Wageningen University. You initiate innovative research and education projects and can use your network and leadership skills to acquire funding for these projects.
More information about the group can be found in the
profile of the group or at the team’s
website.