Elfriede Penz

Elfriede Penz is an Associate Professor and Deputy Head of the Institute at WU Vienna University of Economics and Business. With a habilitation from WU Vienna (2007), she holds advanced degrees in psychology (PhD, University of Vienna) and cultural management (MAS, Vienna University of Music and Performing Arts), complemented by a European PhD in social representations and communication. Her academic career spans visiting scholar positions in the UK and Italy, teaching engagements across Europe, and leadership roles in empirical research methods.

• Key research areas: Collaborative Consumption, Sustainable Consumer Behavior, Identity in Marketing, and Counterfeit Consumption.
• Notable projects: FWF-funded study on power/trust dynamics in sharing economies, FP7 COUNTER project on counterfeit goods, and INTER!ACT citizen science initiative on copyright.
• Teaching expertise: International Marketing, Consumer Behavior, and NVivo research methods training.

Her work bridges consumer psychology with practical challenges in digital economies, emphasizing trust, regulation, and sustainability. Awards include the Senator Wilhelm Wilfling-Preis (2017) and multiple best paper/teaching recognitions.

• Scientific memberships: Association of Consumer Research (ACR), Academy of International Business (AIB), American Marketing Association (AMA).
• Editorial roles: Journal of International Business Studies, Psychology & Marketing, and others.
• Consultancy: Advises Austrian Federal Economic Chamber, UNCTAD/World Bank, and offers NVivo training.