Camilla Barbarossa

Camilla Barbarossa is an Associate Professor in the Marketing department at TBS Education. Her research focuses on consumer behavior, particularly how individuals respond to environmental threats (e.g., climate change), public health crises (e.g., pandemic-related technologies), and corporate ethical practices (CSR and sustainability). She has published extensively on topics like vice food consumption driven by eco-anxiety, psychological reactance to contact tracing apps, and barriers to pro-environmental behavior.

Her recent work explores the intersection of behavioral economics, psychology, and sustainability. For example, she examines how climate change threats trigger compensatory consumption patterns and how transparency in algorithmic systems affects data privacy concerns. Her studies often employ mixed-method designs to bridge quantitative and qualitative insights.

Camilla's articles highlight cross-cultural differences in consumer responses to corporate misconduct and sustainability initiatives. Key themes include psychological reactance, CSR communication, and the role of self-identity in green consumption.

Prior to her current role, she has contributed to social marketing campaigns targeting youth health behaviors, such as nutrition education for primary-school children.