Phd Candidate
CurrentIn my PhD project, I'm aiming to study how consumer resistance towards sustainable innovations unfolds and how we can overcome it. One of the most favourable consumer practices that we need to make the transition to a circular economy is to stimulate consumers to consume less. Therefore, product-service innovations, where consumers rent/borrow instead of own products, are the contexts of my projects.I am supervised by Simone Ritter, Bas Hillebrand, Rob Holland and Mark Wiering.Societal partners: municipality of Nijmegen, Dar NV and ARN BV