Judith de Groot

Dr. Judith de Groot is a Researcher at the University of Groningen's Faculty of Economics and Business, specializing in Marketing and Management. She holds a PhD in Environmental Psychology from the University of Groningen (2008) and previously served as an Associate Professor at Bournemouth University and the University of Bath. Her research focuses on sustainable behavior change, consumer psychology, and the interplay of values, norms, and identity in pro-environmental decisions. Key areas include the effectiveness of normative messaging, personalization in advertising, and social influence mechanisms.

Her work contributes to UN Sustainable Development Goals, particularly addressing climate action and responsible consumption. Notable contributions include studies on dynamic normative messages reducing meat consumption and the personalization paradox in social media advertising. She supervises MSc and PhD students on topics such as environmental values, loyalty, and social media impact.

Dr. de Groot has published extensively in journals like Journal of Cleaner Production and Frontiers in Psychology, and co-authored the textbook Environmental Psychology: An Introduction. Her research bridges psychological theory with practical interventions to foster sustainable behaviors in consumer and organizational contexts.