Sophie Hieke

Prof. Dr. Sophie Hieke is a marketing expert and Academic Director of the International Marketing and Brand Management Master’s program at Munich Business School (MBS). She leads consumer science research at the European Food Information Council (EUFIC) in Brussels, focusing on healthier and more sustainable diets through projects like PLAN’EAT (€11 million funded by the European Commission). Her work examines behavioral effects, cognitive biases, and choice architecture to influence consumer decisions toward plant-based proteins, reduced food waste, and sustainable practices.

Her research has practical applications in product development (e.g., meat alternatives) and corporate environments, such as designing nudges in canteens to promote healthier choices. She integrates these insights into her teaching, particularly in courses like Psychology of Marketing, emphasizing the applied relevance of understanding daily food choices for personal and planetary health.

Prof. Hieke collaborates with 23 European partners on food system transitions and has submitted grant applications (e.g., to the Federal Ministry of Agriculture and Food) for hospital cafeteria studies. Her work bridges academic rigor with real-world impact, connecting corporate practice, education, and sustainability goals.