Petra Riefler

Univ.Prof. Dr. Petra Riefler is a full professor at the Institute for Marketing & Innovation, part of the Department of Economics and Social Sciences at BOKU University in Vienna. She holds roles in university management, including Senate membership and project leadership (e.g., TealHelix). Her research focuses on sustainable consumer behavior, food marketing, and international branding, with notable contributions to consumer cosmopolitanism and innovative food technologies like cultured meat.

• Affiliations: Senate member, Department Manager, and Project Lead (TealHelix)
• Educations: Doctorate in agricultural economics and marketing-related studies

Research Interests: Sustainable consumption patterns, food waste reduction, global brand strategies, and consumer attitudes toward emerging technologies. She investigates how social norms and cultural factors influence dietary choices, particularly in cross-country contexts.

Article Trends: Recent work emphasizes food labeling effectiveness, pandemic-driven consumption shifts, and acceptance of cultured meat. Earlier research laid foundational frameworks in consumer cosmopolitanism and brand animosity measurement.

• Awards: 2018 Outstanding Reviewer Award

Grants & Projects: Leads the TealHelix project on inclusive food labeling. Engaged in studies funded by EU Green Deal initiatives and climate-focused grants.

Labs/Teams: Heads the Marketing & Innovation team at BOKU, collaborating on interdisciplinary projects with departments like Civil Engineering and Biotechnology.