Mirella Soyer

Dr. Mirella Soyer is a Professor in Behaviour for Circular Transitions at Rotterdam University of Applied Sciences, where she has worked since 2012. She leads the lectorate focused on circular behavior and transitions, connecting academic research with practical sustainability initiatives across multiple sectors.

Mirella holds a PhD from Radboud University (2015) on sustainability strategy for multinationals in emerging markets, an MBA from Henley Business School, and degrees in psychology. Her international career spans the Netherlands, Hong Kong, and Malaysia, where she founded her own consultancy firm focused on corporate social responsibility.

Her research centers on understanding and promoting circular behavior—actions that reduce resource use and environmental impact while extending product lifecycles. She investigates desirable circular behaviors, identifies barriers and enablers, and develops effective interventions across fashion, food systems, and healthcare sectors.

Analysis of her publications reveals a consistent focus on behavioral aspects of sustainability transitions, particularly in consumer behavior related to clothing, food waste reduction, and organizational change toward circular practices. Her work emphasizes practical implementation over theoretical discussion.

• Lead researcher for National Wardrobe Audit project
• Coordinator of circular economy minors and programs
• Subject leader for research methods
• Member of expert sessions for Council for Environment and Infrastructure

Mirella passionately advocates that 'sustainability isn't something you can think; it's behavior and therefore a matter of action,' emphasizing that 'transitions happen when everyone works together and is transparent.' Her approach focuses on 'doing sustainability' rather than merely discussing it.