معرفی
Maja Fors is a Postdoc Fellow in the Department of Marketing and Strategy at Stockholm School of Economics. Her research focuses on sustainability within retail, examining the connection between retailers' sustainability initiatives and customer responses in terms of behaviors, intentions, and attitudes.
Her primary research interests include:
- Sustainability in Retail
- Consumer Behavior
- Sustainable Consumption
- Behavioral Interventions
- Retail Marketing
- Intention-Behavior Gap
Maja Fors investigates the intention-behavior gap, which highlights the discrepancy between customers stating sustainability is important and their actual shopping behavior. Her research aims to help customers act more in line with their sustainability attitudes while providing retailers with tools to design effective behavioral interventions. She employs experimental research designs in both laboratory and field settings to study these phenomena.
Maja Fors's work is particularly relevant in today's business environment where environmental and social sustainability is increasingly important to companies for lowering costs, gaining competitive advantages, and meeting stakeholder demands. Retailers occupy a unique position in the value chain with the ability to influence both suppliers and customers, making her research highly applicable to real-world business challenges.
Contact information:
- Email: maja.fors@hhs.se
