Katrin Merfeld

Katrin Merfeld is an Assistant Professor in Marketing & Business Development at the Department of Economics, Utrecht University School of Economics (UUSE), within the Faculty of Law, Economics and Governance. Her work focuses on sustainability marketing through a triple-bottom-line lens, exploring sustainable behavior, business models, and consumption modes.

• Areas of Expertise: Sustainability, Marketing, Consumer Behaviour, Nature-Based Solutions, Sharing Economy
• Research Themes: Future of Work, Pathways to Sustainability (Circular Economy, Transforming Cities)
• Projects: Coordinating research in Horizon Europe’s NATURESCAPES and Water4All NWO’s ClimEx-PE projects

Her research investigates stakeholder engagement with nature-based solutions, innovations in mobility (autonomous driving, blockchain), and alternative consumption frameworks like the sharing economy and Fair Trade. She also teaches Platform Economy & Business and Sustainability Marketing at the Master’s level and serves as program coordinator for the Master Business & Social Impact.