Klaus Menrad

Prof. Dr. Klaus Menrad is a faculty member at the Weihenstephan-Triesdorf University of Applied Sciences, affiliated with the Department of Horticulture and Food Technology. His research focuses on sustainable resource management, consumer behavior related to environmental issues, and the transition to renewable materials. He leads interdisciplinary projects addressing topics like green hydrogen acceptance, biobased packaging alternatives, and fair trade certification in floral industries.

Education details are not explicitly stated in the provided materials, but Menrad holds a doctoral degree as indicated by his title. His academic work bridges environmental science with marketing strategies, emphasizing practical solutions for sustainable consumption patterns. Notable projects include analyzing consumer reactions to plastic reduction initiatives and evaluating regional supply chain resilience for biogenic products in Bavaria.

His research often involves collaboration across disciplines and with industry partners, such as studies on nutrient fortification in senior care nutrition and the efficacy of personalized pricing strategies for healthy foods. Menrad frequently presents at academic conferences and advises policymakers on bioeconomy frameworks and circular economy practices.

Key research areas include:

• Plastic waste reduction strategies and sustainable packaging
• Consumer decision-making in eco-conscious purchasing
• Green hydrogen production and public acceptance
• Biobased material innovation in cosmetics and construction
• Social sustainability in agricultural supply chains

Publications span peer-reviewed journals, conference proceedings, and commissioned reports. Recent work highlights include a 2021 study on German consumer perceptions of green hydrogen and a 2022 analysis of behavioral intentions toward sustainable food packaging at point-of-sale locations.