Tina Mueller

Presentation

My research focus is on sustainable consumer behaviour, behavioural change and their
interaction with e. g. moral norms and subjective well-being. Within the Trash2Cash project we
are especially interested in how to promote consumption of recycled material products.
Embedding consumer behaviour in a context of personal attitudes, motivation and other internal
as well as external factors, we are working towards a framework to understand mainly purchase
behaviour within relevant target groups. In close cooperation with our partners from the T2C
consortium we develop tailored strategies to foster recycled material consumption, based on
insights from e. g. communication, health psychology and behavioural economics research.

Primary research areas

• Sustainable consumer behaviour
• Intention-behaviour gap