Sjoukje Goldman

Sjoukje Goldman is a Senior Lecturer at the Faculty of Business and Economics (FBE) at Hogeschool van Amsterdam. She is affiliated with the Centre for Applied Research on Economics & Management. Her research focuses on sustainable marketing, cross-border e-commerce, consumer behavior, and pricing strategies, with a particular emphasis on 'true pricing' which integrates environmental and social costs into product pricing.

Goldman holds an MSc and PhD and has been actively involved in pioneering true pricing initiatives. She has conducted research on consumer acceptance of true pricing, cross-border e-commerce dynamics, and the impact of sustainability on business models. Her work bridges academic research with practical applications, often collaborating with industry partners.

She has received awards including the AUAS Research Award 2023 (3rd place) and an NWO grant for educators. Her research emphasizes effective communication strategies to enhance consumer trust in transparent pricing models and sustainability practices.

Goldman has organized conferences and workshops on true pricing and cross-border e-commerce, and her activities include supervising student theses on topics like the political preferences influencing sustainable living. She advocates for policy changes to standardize true pricing and reduce barriers for sustainable businesses.