Hans van Trijp, Wageningen University, The Netherlands


Hans van Trijp is chair and full professor of Marketing and Consumer Behaviour at Wageningen University and Research in the Netherlands. His research focuses very much on consumer behaviour and marketing strategy for “the good”. Specifically on how consumer behaviour and marketing insights can contribute to the needed transition towards healthful and sustainable consumption food consumption patterns. Topics of interest include nutritional labelling, choice context design, and sustainable product-packaging design. He develops his research in close collaboration with stakeholders in the food systems. For many years he has combined his academic affiliation at Wageningen University with one in food industry. He is currently scientific coordinator of the Horizon 2020 COMFOCUS project.

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