Aarhus Universitets segl

Research area

BUSINESS, CITIZENS AND CONSUMERS

All stakeholders must collaborate on the transformation towards a biobased society and on circular approaches in the value circle. Nutrients, ingredients, and products move from the field to producers and processors, and finally to the consumer, and then back to the field.

Approach

To drive the transition to a biobased society, several critical research questions must be addressed:
 

  • What products, services, and concepts have most potential in the market and can be developed and tested in an early stage with companies, policymakers, citizens, and consumers?
  • How can different stakeholders across sectors be engaged to collaborate most efficiently towards the sustainability goals of the biobased society?
  • Which type of circular and industrial ecology business models and innovations can create and capture value and have the potential for scalability?
  • How are innovations and ideas on circularity in a biobased society perceived and understood, and how can they be communicated to value chain actors, such as producers and processors, citizens, and consumers?
  • Which role can learning and education of food systems and complex systems thinking play in improving stakeholder collaboration for and societal acceptance of a biobased society?  How do we implement well-designed and proven interventions to support this learning?

An example of the upcycled food process


An example of research on citizens' understanding of circularity in food systems, using upcycled food as a case study. This work is part of the PlantPro project, Accelerating an Efficient Green Consumer Transition, funded by the Innovation Fund.


RELEVANT RESEARCH GROUPS

The group can study topics such as innovation adoption, societal acceptance and social marketing of change, stakeholder engagement, entrepreneurship, value propositions and business models, market practices, B2B and B2C marketing, and citizen-consumer psychology, knowledge, and behaviour.

CONTACT FOR MORE INFO

Jessica Aschemann-Witzel

Professor Institut for Virksomhedsledelse