Marcel Zbinden

Marcel Zbinden is a Senior Lecturer in Business Psychology at the Lucerne School of Business (HSLU), part of the Institute of Communication and Marketing (IKM). He specializes in sustainable consumer behavior, sharing economy, and market research. With over 18 years in academia and industry, he previously held roles such as Global Category Head at Emmi AG and Head of Market Research at TransferPlus Market Research AG.

Education: lic.phil. in Social Psychology (University of Zurich), MBA in Marketing (University of Educatis).

Research and Teaching Focus: Business Psychology, Market Research, Sustainable Consumption. He teaches in BSc and MSc programs and co-leads the CAS Customer Psychology course. His work explores sustainable consumer behavior dynamics, crisis impacts on consumption, and sharing economy engagement.

Key Projects:

• Sharing Monitor Schweiz: Analyzing sharing economy trends in Switzerland
• Long-term studies on post-pandemic sustainable behavior
• Cycling adoption strategies for winter mobility

Professional Contributions: Leads workshops, collaborates on behavioral coaching, and presents at conferences like Frontiers in Service (Maastricht, 2023).