Jutta Roosen

Prof. Dr. Jutta Roosen is a full professor of Marketing and Consumer Research at the Technical University of Munich (TUM School of Management). She holds a PhD in Economics from Iowa State University (1999) and has held academic positions at the Université cath. de Louvain (Belgium) and the University of Kiel before joining TUM in 2008. Her research focuses on consumer behavior, demand analysis, and the intersection of food systems with health, safety, and sustainability. Key areas include cognitive aspects of consumer perception, cultural influences on behavior, and policy-relevant studies on food labeling, antibiotic use in livestock, and renewable energy adoption.

Her career includes extensive contributions to agricultural and applied economics, with over 150 peer-reviewed publications. Awards include the Agricultural and Applied Economics Association Fellowship and multiple best-paper awards. Roosen collaborates internationally, addressing topics like sustainable consumption, ethical food production, and the societal impacts of technological innovations in agriculture.

Her work combines experimental economics with policy analysis, reflecting a commitment to bridging academic research with real-world applications. Current projects explore behavioral nudges in food choices, the role of information transparency in consumer decisions, and systemic approaches to reducing agricultural chemical use.

• Awards: Fellow of Agricultural and Applied Economics Association, Best Paper Awards (2013, 2009, 2005, 2001)
• Grants: Multiple German Research Foundation (DFG) grants and EU Horizon 2020 funding for projects like SocialLab (studying livestock farming acceptance).

Roosen leads the Chair of Marketing and Consumer Research at TUM, supervising PhD students and contributing to interdisciplinary initiatives on food systems and sustainability. Her teaching spans consumer behavior, agricultural marketing, and policy analysis.