Christian Martin

Christian Martin is an Assistant Professor and Lecturer in the School of Business at Maynooth University, specializing in Marketing. His research focuses on consumer behavior, sustainable and materialistic consumption, human-nature interaction, and psychological construct measurement, combining insights from marketing, social psychology, and environmental psychology. He has published extensively in journals like Risk Analysis, Journal of Environmental Psychology, and Psychology and Marketing, and presented at leading conferences such as the Association for Consumer Research and Society for Consumer Psychology.

Before academia, Martin worked in banking in Germany after completing a bank apprenticeship. His research explores topics like environmental identity salience, age-related materialism shifts, and value conflicts between materialism and environmentalism. He uses experimental and survey methodologies to investigate consumer decision-making processes.

Key themes in his work include understanding why consumers prioritize environmental protection differently, the relationship between age and materialistic tendencies, and the conceptualization of environmental identity. His studies often bridge psychological theory with practical consumer behavior insights, contributing to sustainable marketing strategies and pro-environmental intervention design.