Hans van Trijp

Hans van Trijp is a Full Professor in Marketing and Consumer Behaviour at Wageningen University & Research, focusing on food-related decision-making, sustainability, and packaging innovation. He leads interdisciplinary projects addressing food waste reduction, green packaging, and cultured meat acceptance, bridging behavioral science with market transitions.

• Key Research Areas: Food waste, sustainable packaging, consumer neuroscience, dietary transitions
• Collaborations: Partnerships with Dutch supermarkets (Albert Heijn, Aldi), Vietnamese agricultural institutions, and EU policy bodies

His recent work explores social norms and implicit cues in shaping food choices, with a focus on experimental designs and virtual reality applications. A 2021 prize recognized his team’s insights into agricultural export integration for Vietnamese farmers.

Notable Contributions:

• Pioneering food swap recommendation systems in online supermarkets
• Meta-analyses on social norms and emotional regulation in consumption
• Advocacy for FAIR data in sensory and consumer research

As a promotor for 10+ PhD projects, he mentors researchers in topics spanning mindfulness interventions, market orientation for smallholder farmers, and neural responses to food cues. His work emphasizes collaborative innovation across supply chains and policy frameworks.