Sarah Marth

Sarah Marth is a Research Fellow at the Institute of Marketing, Fachhochschule Wiener Neustadt University of Applied Sciences. Her work intersects marketing, psychology, and sharing economy dynamics, focusing on consumer behavior, trust, and regulatory impacts in peer-to-peer platforms.

• PhD in International Marketing Management (WU Vienna University of Economics and Business, 2022)
• MSc in Psychology (University of Vienna, 2016)
• BSc in Psychology (University of Vienna, 2013)

Her research explores trust-building mechanisms, risk perception, and regulatory frameworks in sharing economy platforms, with a particular emphasis on cooperative behavior and sustainable consumption. Recent publications address topics like coercive power dynamics, nudging efficacy, and conflict prevention in shared communities.

Key trends in her 2018–2024 publications include interdisciplinary studies combining behavioral economics and psychology to analyze sharing economy challenges, such as trust erosion, risk mitigation, and anonymous altruism. Subfields span from experimental regulation design to sustainable marketing strategies.

Sarah actively participates in academic events, including the Academy of Marketing Conference, Alps-Adria Psychology Conference, and the International Association for Research in Economic Psychology. She co-authored peer-reviewed articles in journals like Journal of Business Research, Journal of Economic Psychology, and Journal of Consumer Behaviour.