School of Management and Law

Sustainability Research Center

Portrait Prof. Dr. Pia Furchheim

“When companies backtrack, research must move forward. Sustainability goals are being watered down, progress is being delayed – and that is exactly why scientific guidance is needed.”

Prof. Dr. Pia Furchheim, Co-Director of the Sustainability Marketing Research Center.

The Sustainability Marketing Research Center at the ZHAW Institute of Marketing Management brings together research on sustainable consumption, sustainability communication, and circular business models. Our goal is to develop practical solutions based on scientifically grounded insights that support companies and organisations in successfully shaping the transition towards a more sustainable future.

Header Logo Sustainability Research Center

Our Researchers

Helen Vogt, PhD

Circular Economy – Pain or Gain? We investigate the opportunities and challenges organizations face in transitioning from a linear to a circular economy. A particular focus of our research is how the value of sustainable business models can be communicated effectively to consumers, stakeholders, and other target audiences.

Research Areas

Selected Publications and Media Contributions

 

 

Portrait Prof. Dr. Pia Furchheim

Pia Furchheim, PhD

I conduct research on sustainable consumption, psychological decision-making processes, and the acceptance of circular business models. My work focuses on helping organizations better understand consumer behavior and develop effective strategies to engage consumers in the transition toward sustainability.

Research Areas

Selected Publication

Media Appearances

 

Portrait Dr. Anna-Maria Strässner

Anna-Maria Strässner, PhD

I conduct research on sustainable consumption, with a particular focus on food and nutrition. My doctoral research investigates communication strategies for encouraging reduced meat consumption among flexitarians. Beyond academia, I work with organizations on applied research projects to develop and refine sustainable products that align with consumer needs and expectations.

Research Areas

Selected Publications

 

Portrait Janice Huber

Janice Huber

My work focuses on circularity in the textile industry and on how sustainability can be communicated in an authentic and impactful way.
I also explore the social dimension of sustainability, examining how people, communities, and working conditions can be meaningfully integrated into sustainable approaches.

Research Areas

 

Our Research Focus Areas

 

Sustainable Consumption & Consumer Psychology

Consumption is more than a purchasing act. Our research explores the psychological motivations behind consumer decisions—from materialism and impulse buying to sustainable consumption. What barriers prevent consumers from choosing more sustainable alternatives? What trade-offs shape their decisions? And how can organizations adapt their products, services, and communication to better support sustainable choices?

 

 

 

Circular Economy & Regenerative Business Models

The circular economy is widely recognized as a key model for the sustainable transformation of business and society. But how can the transition from theory to practice be achieved? Our research supports companies and organizations in developing and implementing circular solutions, with a particular focus on practical applicability, co-creation, and systems thinking.

 

 

 

As a research partner in the Circular Lab, …

…we contribute our expertise in consumer behavior, business model innovation, and sustainability communication. Together with universities, industry partners, and civil society organizations, we develop practice-oriented research projects, create tools for businesses, and promote circular thinking in education and society.

Key Topics & Research Questions

  • What do regenerative business models look like, and how can they be successfully implemented in practice?
  • What role do design, repair, and sharing play in circular systems?

 


Sustainability Communication

Our research on sustainability communication examines how organizations can communicate their environmental and social responsibility in a credible, effective, and nuanced way. From green claims and information design to storytelling and dialogue formats, we investigate which communication strategies resonate with consumers, build trust, and encourage more sustainable behavior.

Selected Projects & Publications:

 

 

Sustainable Food & Nutrition Systems

The way we eat will shape the future of our planet.

From supermarket shelves to the lunch table, from plant-based burgers to avoidable food waste, our research is dedicated to the sustainable transformation of the food system. We investigate how consumers respond to food innovations, how plant-based alternatives can be successfully introduced to the market, and what people actually cook and eat.

Selected Projects & Publications

 

 

Our Methods: Empirically Grounded, Practically Applied

Our research combines scientific rigor with practical relevance. We employ a broad range of qualitative and quantitative methods, selecting the most appropriate approach depending on the research question, target group, and application context.

Our methodological expertise includes:

  • Behavioral experiments (e.g., to evaluate nudging interventions or communication strategies)
  • Conjoint analysis to assess products, pricing models, and communication concepts
  • Segmentation and market analyses based on survey and behavioral data
  • In-depth interviews, focus groups, and ethnographic methods to understand everyday behavior and underlying values
  • Co-creation and design thinking workshops with industry and practice partners to develop and test innovative solutions
  • Impact evaluations of communication strategies and behavioral interventions

Our strength lies in conducting research beyond the ivory tower—in real-world settings and in close collaboration with businesses, organizations, and consumers.

Current Research Projects

Circular Lab

Since June 2023, we have been a project partner of the «Circular Lab»-Projects, an initiative funded by the Interreg Alpine Rhine–Lake Constance–High Rhine programme and the Swiss New Regional Policy (NRP). Together with five partner universities—the University of St.Gallen, the OST – Eastern Switzerland University of Applied Sciences, the Vorarlberg University of Applied Sciences, the Albstadt-Sigmaringen University, and the Baden-Württemberg Cooperative State University—as well as more than 30 industry partners, we are working to advance the implementation of the circular economy in the textile, agriculture, and food sectors across the Lake Constance region.

Each partner contributes complementary expertise, ranging from information systems and business model innovation to consumer research and technical product development. The project is open to additional partners from the relevant industries who are committed to advancing the circular economy.

Publications & Media

Sustainability in Swiss Businesses

How sustainable is the Swiss economy? The Swiss Sustainability Benchmark Study 2023 (available in German only) provides the first comprehensive insights into this question. Focusing on the key dimensions of relevance, communication, and action, the study assesses the current state of sustainability in Swiss businesses and identifies untapped opportunities for improvement. Explore the study's findings and discover how your organization can contribute to a more sustainable future.

 

Sustainability Among the Swiss Population

How sustainable are Swiss consumers really? The Swiss Sustainable Consumption Study 2022 (available in German only) examines the current state of sustainable consumption in Switzerland and provides insights into the diverse practices consumers adopt. At the core of the study is a sustainability framework that maps and discusses sustainable practices across the entire consumption cycle—from acquisition and use to post-use.

 

Academic Programmes & Executive Education

We bring our research into the classroom. Across bachelor's, master's, and executive education programmes, we teach the latest insights into consumer behavior, sustainability communication, and the circular economy. Students benefit from research-informed teaching and hands-on projects developed in collaboration with industry partners.

Current Executive Education Programmes

 

Research Topics in Teaching

Selected Master's Theses in Sustainability

Events & Lectures

Looking Back & Looking Ahead