Koert van Ittersum

Prof. Koert van Ittersum is a Professor of Marketing and Consumer Well-Being at the Faculty of Economics and Business, University of Groningen (since 2013). He holds a PhD from Wageningen University (2001) and previously worked at the University of Illinois and Georgia Institute of Technology. His research focuses on consumer behavior, particularly linking marketing strategies to consumer well-being through healthier and sustainable diets. Key collaborations include the Centre for Public Health in Economics and Business and the Aletta Jacobs School of Public Health (RUG).

Research interests center on consumer psychology, health, sustainability, and spending behaviors. Notable projects involve interventions with Dutch retailers to reduce food waste via transparency tools and studying decision-making dynamics in grocery shopping. Recent work explores self-control mechanisms, pride/guilt effects, and health-promoting digital interventions.

Publications span journals like Journal of Consumer Research, Annals of Internal Medicine, and Preventive Medicine, addressing topics from food waste to mHealth adoption. His work bridges academic research with real-world applications in public health and retail strategy.