Carina Thürridl joined Amsterdam Business School as an Assistant Professor of Marketing in July 2019.
Her research is situated in the area of consumer behavior and particularly focuses on issues related to sustainability and consumer well-being. She is interested in how marketing can be leveraged to stimulate consumers to consume more responsibly, e.g., by purchasing repurposed instead of brand-new products or incorporating zero waste behaviors into their lifestyle, and in how and when the behavior of others guides people’s sustainable consumption decisions. Her work has been published in several leading marketing journals including the Journal of Marketing, Journal of Business Research, and Journal of Interactive Marketing.
Prior to joining the University of Amsterdam, she completed her PhD in Marketing at WU Vienna University of Economics in Business. She holds a Master degree in International Economics and Business from the University of Innsbruck.