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Carola Grebitus

Carola Grebitus
Senior Sustainability Scholar, Julie Ann Wrigley Global Institute of Sustainability
Assistant Professor, Morrison School of Agribusiness and Resource Management, W. P. Carey School of Business

Morrison School of Agribusiness and Resource Management
Arizona State University
7231 E Sonoran Arroyo Mall
Mesa, AZ 85212

Dr. Grebitus is currently Assistant Professor of Food Industry Management in the Morrison School of Agribusiness and Resource Management within the W. P. Carey School of Business at Arizona State University. Prior to her appointment in the Morrison School she was an assistant professor at Bonn University, Germany. Prior to her appointment at Bonn University she was a postdoctoral research fellow at Iowa State University, and at the University of Alberta, Canada. Carola received her doctoral degree from Kiel University, Germany. Her research is focused on modeling consumers’ (food) choices. She has worked extensively on determinants of consumer behavior, purchase decision making, and food quality from consumers’ perspective. Her current research focuses on consumer behavior regarding sustainability and health applying experimental and behavioral economics including methods such as eye tracking and choice experiments.

PhD, Agricultural Economics, Kiel University, 2007

MS, Food Economics, Food and Household Science, Kiel University, 2002

University-entrance diploma, Gymnasium Mellendorf, 1998

Journal Articles

In Press

Peschel, A. O., C. Grebitus, G. Colson and W. Hu. Explaining the use of attribute cut-off values on decision making by means of involvement. Journal of Behavioral and Experimental Economics DOI: 10.1016/j.socec.2016.08.007. (link )


Grebitus, C. and J. Dumortier. 2016. Effects of values and personality on demand for organic produce. Agribusiness 32(2):189-202. DOI: 10.1002/agr.21445. (link )

Grebitus, C., H. H. Jensen, J. Roosen and J. G. Sebranek. 2016. Does the packaging make the product? Identifying consumers' preference for "natural" in packaging. AgBioForum 18(3):337-344. (link )

Grebitus, C., B. Steiner and M. M. Veeman. 2016. Paying for sustainability: A cross-cultural analysis of consumers’ valuations of food and non-food products labeled for carbon and water footprints. Journal of Behavioral and Experimental Economics 63(Aug):50-58. DOI: 10.1016/j.socec.2016.05.003. (link )

Peschel, A. O., C. Grebitus, B. Steiner and M. Veeman. 2016. How does consumer knowledge affect environmentally sustainable choices? Evidence from a cross-country latent class analysis of food labels. Appetite 106(Nov):78-91. DOI: 10.1016/j.appet.2016.02.162. (link )

Roscoe, R. D., C. Grebitus, J. O'Brian, A. C. Johnson and I. Kula. 2016. Online information search and decision making: Effects of web search stance. Computers in Human Behavior 56(Mar):103-118. DOI: 10.1016/j.chb.2015.11.028. (link )


Grebitus, C., J. Roosen and C. C. Seitz. 2015. Visual attention and choice: A behavioral economics perspective on food decisions. Journal of Agricultural & Food Industrial Organization 13(1):73-81. DOI: 10.1515/jafio-2015-0017. (link )

Grebitus, C., B. Steiner and M. Veeman. 2015. On the role of human values and generalized trust on stated preferences when food is labeled for environmental footprints: Insights from Germany. Food Policy 52(Apr):84-91. DOI: 10.1016/j.foodpol.2014.06.011. (link )


Qiu, Y., G. Colson and C. Grebitus. 2014. Risk preferences and purchase of energy-efficient technologies in the residential sector. Ecological Economics 107:216-229. DOI: 10.1016/j.ecolecon.2014.09.002. (link )


Grebitus, C., H. H. Jensen and J. Roosen. 2013. US and German consumer preferences for ground beef packaged under a modified atmosphere – Different regulations, different behaviour?. Food Policy 40:109-118. DOI: 10.1016/j.foodpol.2013.02.005. (link )

Grebitus, C., H. H. Jensen, J. Roosen and J. G. Sebranek. 2013. Fresh meat packaging: Consumer acceptance of modified atmosphere packaging including carbon monoxide. Journal of Food Protection 76(1):99-107. DOI: 10.4315/0362-028X.JFP-12-045. (link )

Grebitus, C., J. L. Lusk and R. M. Nayga, Jr. 2013. Effect of distance of transportation on willingness to pay for food. Ecological Economics 88:67-75. DOI: 10.1016/j.ecolecon.2013.01.006. (link )

Grebitus, C., J. L. Lusk and R. M. Nayga, Jr. 2013. Explaining differences in real and hypothetical experimental auctions and choice experiments with personality. Journal of Economic Psychology 36:11-26. DOI: 10.1016/j.joep.2013.02.004. (link )

Grebitus, C., B. Steiner and M. Veeman. 2013. Personal values and decision making: Evidence from environmental footprint labeling in Canada. American Journal of Agricultural Economics 95(2):397-403. DOI: 10.1093/ajae/aas109. (link )

Langen, N., C. Grebitus and M. Hartmann. 2013. Success factors of cause-related marketing in Germany. Agribusiness 29(2):207-227. DOI: 10.1002/agr.21331. (link )

Mueller Loose, S., A. Peschel and C. Grebitus. 2013. Quantifying effects of convenience and product packaging on consumer preferences and market share of seafood products: The case of oysters. Food Quality and Preference 28(2):492-504. DOI: 10.1016/j.foodqual.2012.11.004. (link )


Grebitus, C., G. Colson and L. Menapace. 2012. A comparison of hypothetical survey rankings with consumer shopping behavior. Journal of Agricultural and Applied Economics 44(1):35-47. (link )