معرفی
Nathalie Guichard is a Full Professor of Management at Université Paris-Saclay, affiliated with the RITM research laboratory. She holds multiple leadership roles, including President of Poléthis (Ethics and Scientific Integrity Council of Université Paris-Saclay) and member of the National Council of Universities (CNU) Section 06. Her work focuses on consumer behavior, particularly among children and adolescents, with emphasis on food waste, ethical marketing, and sustainable consumption practices.
Research interests span child consumer socialization, advertising impact, and the psychology of pricing. Notable contributions include exploring entomophagy (insect consumption) as a sustainable protein source and analyzing the role of influencers in youth markets. She co-leads the ANR-funded CRI-KEE project on insect edibility and previously contributed to the MARCO project on childhood obesity and marketing.
Guichard balances academic leadership with community service: she chairs the Ethics Commission of the French Marketing Association (AFM), advises on research ethics for HCERES, and oversees the DU 3R training program. Her 2020 paper on gaspillage alimentaire earned the Best Paper Award at JMDD 2020. She actively engages with policy debates, speaking at parliamentary roundtables and educational initiatives like the Viki Acad'EMI project.
Her expertise extends to digital marketing trends, including cryptocurrency perceptions among Gen Z and the impact of NFTs on consumer behavior. She maintains editorial roles at Décisions Marketing and Management & Data Science journals while supervising doctoral research in the DEM doctoral school.
