Marketing for sustainable consumption

(fall semester, seminar)

MKT for Sustainable Consumption



The seminar gives an overview of the fundamental concepts in pro-environmental behavioral change via interventions. Topics include social influence, habit formation, individual self, feeling and cognition and tangibility.

Prof. Dr. René Algesheimer, Radu Tanase
Teaching Assistance: Kate Rother



Target audience:
MA students with a general interest in sustainable consumption,  assigned to  the Minor in Marketing and “Wahlpflichtbereich BWL 4”

Fall Semester



The main objective is to offer students an overview of marketing interventions that can transform consumer behavior to be more sustainable.

During the seminar, the students will read state of the art marketing and consumer behavior research articles, create case studies and discuss them in groups.

Learning outcome:

The main objective is to offer students an overview of marketing interventions that can transform consumer behaviour to be more sustainable.

During the seminar, the students will:

  • Be introduced to the Sustainable Development Goals and the SHIFT Framework
  • Analyze, present, and discuss each dimension of the SHIFT framework in a group setting
  • Design research experiments nudging consumers into sustainable behaviors
  • Develop a critical thinking about sustainability in marketing and consumption
  • Create new ideas for local initiatives fostering sustainability


Required reading/ bibliography:

Kotler, P. (2011). Reinventing marketing to manage the environmental imperative. Journal of marketing, 75(4), 132-135.

White, K., Habib, R., & Hardisty, D. J. (2019). How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of Marketing, 83(3), 22-49.

Katherine White, Rishad Habib (2018): SHIFT. Sustainable Consumer Behaviour Change Workbook, SITRA, Erweko/Helsinki,

The United Nations Sustainable Development Goals.

Katherine White, Rishad Habib (2018): SHIFT. A Review and Framework for Encouraging Ecologically Sustainable Consumer Behavior, SIRA Studies 132, Erweko/Helsinki,

general interest in sustainable consumption

The number of participants is limited. Thus, to apply for the seminar, send your application to using the subject "Marketing for sustainable Consumption HS 2021" If you receive our positive confirmation, you are asked and allowed to officially book this seminar using the "Modulbuchungstool". Booking the seminar without a positive confirmation from our chair is not implying the right to attend the course. In this case the course will be graded as failed.

We require a short letter of motivation, a CV, and a transcript of records for the application. 
Deadline: Friday, September 10th, 12:00h
Notification of participation by: Monday, September 13th
The applications should be sent to the email with the subject “Marketing for Sustainable Consumption HS 2021.”


-Group presentations (70%)
- In class participation (20 %)
- Peer evaluation score (10%)

Dates and Location:

Mo, 20.09.2021: 14:00 – 15:45
Mo, 18.10.2021: 14:00 – 15:45
Mo, 1.11.2021: 14:00 – 15:45
Mo, 15.11.2021:14:00 – 15:45
Mo, 29.11.2021: 14:00 – 15:45
Mo, 6.12.2021: 14:00 – 15:45
Mo, 13.12.2021: 14:00 – 18:00 (!)

location: TBA on VVZ

Further information:
Please visit our website at for current information and details about the course.

The information in the syllabus supports the official information in the electronic university calendar (VVZ – Vorlesungsverzeichnis). In case of doubt, the official information at the VVZ is valid.

Syllabus Marketing for Sustainable Consumption (PDF, 218 KB)