The conference brought together leading scientists from the fields of psychology and marketing, including from the University of Padua, Ben-Gurion University, Yale University, Baylor University, and the University of Colorado, Boulder. The focus was on current research topics such as sustainability, political polarization, and donation behavior. The event was organized by Prof. Dr. Paul Slovic, a globally recognized expert on risk perception, affect heuristics, and the perception of humanitarian crises.
In her presentation, Prof. Dr. Eßbach presented current research findings on sustainable consumption. The presentation was based on a study conducted as part of a bachelor's thesis by Bianca Amann, a student of business psychology at HNU. The aim of the study was to find out how advertisements should be designed in order to positively influence attitudes and purchasing intentions towards vegan products.
“The market for vegan products is growing steadily and is increasingly targeting a broad consumer group,” says Prof. Dr. Eßbach. “Our research provides valuable insights into how target groups can be effectively addressed – an important contribution to promoting sustainable consumer behavior.”
