معرفی
Andrea Lučić serves as Associate Professor at the Marketing Department of the Faculty of Economics, University of Zagreb, where she teaches Principles of Marketing, Sustainable Marketing and Ethics, and Marketing and Sustainable Development. Her academic journey began with Finance studies at the same institution, culminating in a doctoral thesis on Sustainable Marketing as a Determinant of Business Success recognized among EDAMBA's 10 Best of 2015.
Her research spans critical intersections of sustainability and consumer behavior, with particular emphasis on marketing ethics, responsible financial behavior, and consumer socialization. Recent work explores anti-consumption communication strategies, financial capability typologies among young adults, and the role of parental norms in sustainable household formation. Her scholarship consistently bridges theoretical marketing frameworks with practical interventions for financial literacy and sustainable consumption.
Analysis of her 2022-2025 publications reveals three dominant trends: (1) the psychological and social determinants of financial behavior beyond traditional knowledge-based approaches; (2) innovative communication strategies for promoting anti-consumption and sustainable practices; and (3) context-specific investigations of youth financial capability across European settings, with strong methodological emphasis on cross-sectional and comparative designs.
Dr. Lučić's scholarly recognition includes:
- Four Dean's awards for outstanding academic success
- City of Zagreb and Ministry of Science scholarships for exceptional achievement
- EDAMBA 10 Best of 2015 doctoral thesis distinction
As principal investigator, she leads the Croatian Science Foundation project Strengthening financial ability of young consumers through education and behavioral intervention and the educational initiative Be FIN - Financially literate and responsible. Her Horizon2020 collaboration on strength2food and bilateral Croatia-Bosnia research on financial literacy demonstrate significant international engagement. Through ERASMUS+ exchanges, she has developed academic partnerships with Universidad de Navarra and Università del Salento.
Her research team focuses on developing evidence-based interventions for youth financial capability, collaborating with European institutions on projects funded by national science foundations and EU programs, with particular emphasis on translating academic findings into practical educational tools and policy recommendations.
