Klaus Menrad

TUM Campus Straubing · Professorship Marketing and Management of Biogenic Resources

This report gives details about the medical use and technology of neuroregenerative hop ingredients as well as conumer interest in related new plant-derived medicinal products.

Although greenhouse production is an especially intensive form of agricultural production, horticultural products have not been subject to many carbon footprint studies. This study examines the poinsettia, a relevant greenhouse plant in the market. It analyzes the poinsettia’s climate impact by undertaking a product carbon footprint (PCF) study, al...

The European construction sector has experienced continuous growth in recent years, and so have the associated environmental concerns about CO2 emissions and construction waste. As a result, studies are suggesting a higher use of biomass-based material such as wood. However, the share of wooden residential buildings in Germany is quite low in compa...

Bio-based products represent a promising alternative to fossil-based products and contribute to reduce negative environmental consequences caused by the latter. As consumer behavior is crucial for market penetration of bio-based products, this review analyses the current state of the art in consumer research on bio-based products and aims to identi...

Das Bundesministerium für Umwelt, Naturschutz, nukleare Sicherheit und Verbraucherschutz (BMUV) und das Bundesamt für Naturschutz (BfN) führen alle zwei Jahre eine bundesweite Befragung zum Bewusstsein der Bevölkerung für Natur, Naturschutz und biologische Vielfalt durch. Im vorliegenden Vertiefungsbericht zur Erwachsenenstudie 2019 und Jugendstudi...

Im Projekt wurde eine Studie an 39 Senioren in 2 Pflegeeinrichtungen durchgeführt. Ziel war es, Anreicherungstechniken für eine komplette Nährstoffanreicherung zu entwickeln, in verschiedenen Pflegeeinrichtungen durchzuführen, sowie die Entwicklung von neuen kostengünstigen Proteinformulierungen. Die Pflegekräfte können damit, dem Probanden die gew...

As an emerging marketing tool that targets shoppers individually based on their purchase histories, personalized price promotion is likely to address the limitations of untargeted price reductions. However, there is no prior evidence to support the effectiveness of this approach in promoting low-calorie food choices, and which consumer-specific cha...

The investigation of the intrinsic motivation of consumers to make a responsible purchase decision is a relevant instrument to augment strategical measures for enhancing ethical consumption. The present study identifies underlying intrinsic factors that significantly influence the intention of German consumers to purchase Fairtrade cut roses. Based...

Forecasting future demand is of high importance for many companies as it affects operational decisions. This is especially relevant for products with a short shelf life due to the potential disposal of unsold items. Horticultural products are highly influenced by this, however with limited attention in forecasting research so far. Beyond that, many...

This report deals with the regional supply situation of biogenic products in three application areas (natural cosmetics, outdoor equipment, building materials) in Bavaria and the views and estimations of consumers on this situation. Based on the outcome of the analysis, recomendations for policy and other actors are derived.

This presentation shows results of research projects how consumers deal with reducing plastic packaging in the food area.

Consumers can reduce greenhouse gas (GHG) emissions by changing their individual diets. Moreover, several studies showed that a positive intention to make climate-friendly food choices can be found among private consumers. Accordingly, the aim of this study was to analyze the factors, which influence supermarket consumers' behavioral intentions tow...

Sustainable consumption is gaining in relevance for consumers and retailers in Germany, where pro-social consumption behavior is often neglected. Therefore, this study investigates factors influencing the purchase intention of German flower buyers in relation to Fairtrade cut roses based on an online survey of 1,201 flower buyers in retail shops in...

Socially responsible investment (SRI) is an investment strategy which complies with ethical, social, environmental or corporate governance criteria. Investments in renewable energies are commonly regarded as complying with SRI principles. This study aims to deepen the understanding of individuals' intentions to invest in wind energy. As an underlyi...

Food-related behavior is a very complex topic, as it affects the most diverse areas of life. Accordingly, wide varieties of disciplines have already dealt with the topic to understand it better. The result is that there is neither a uniform nutrition knowledge nor a uniform nutrition behavior. In order to reduce the complexity of a field of study,...

Im interdisziplinären Forschungsprojekt „Verbraucherreaktionen bei Plastik und dessen Vermeidungsmöglichkeiten am Point of Sale“ (VerPlaPoS) wurden im Zeitraum Oktober 2017 bis März 2021 von verschiedenen wissenschaftli-chen Institutionen in Zusammenarbeit mit Partnern aus der Praxis Handlungsoptionen und die Rolle von Verbraucher*innen bei der Ver...

Investigating unconscious human behaviours is a complex issue, given that people have hardly access to their unconscious. Food-related behaviour is one of these behaviours in which the unconscious plays a central role. Therefore, the connection of the unconscious and food-related behaviour is difficult to comprehend. Hence, our exploratory study de...

Bioplastics are a potential alternative to conventional plastics when it comes to reducing the use of the fossil resource of crude oil. There have been so far very few studies on the consumption of bio-based apparel and consumer preferences relating to it. Within this study, an online survey was conducted with 1,673 participants that is representat...

Consumer segmentation is an important tool for dealing with the often strongly differing consumer preferences in many markets for fast‐moving consumer goods. Therefore, this study analyses the factors that can distinguish the different consumer segments for green all‐purpose adhesives in Germany. On the basis of an online survey with 709 respondent...

Purpose Personalized price promotion (PPP) is a marketing instrument that addresses the limitations of untargeted promotions by tailoring the offers to individual customers based on their purchase histories. Current evidence on PPP is limited to its immediate effects on buying behaviors at grocery stores and food companies' economic benefits. Moreo...

Set against the backdrop of growing consumer interest in green products, this study aimed to investigate the drivers and barriers for purchasing green Fast-Moving Consumer Goods in Germany, with a special focus on bio-based glue sticks with more environmentally-friendly packaging. An online survey, including a choice experiment, was conducted with...

In an aging population, support for independent living is increasingly critical for older generations. Currently, sarcopenia is a major cause of frailty, which increases the risk of decreased mobility, falls, morbidity, and mortality and leads to dependence on third parties. Sarcopenia is preventable by consumption of adequate protein. However, man...

Dieser Aufsatz gibt einen Überblick über das Konsumverhalten bei Lebensmitteln während des Beginns der Corona-Pandemie in Deutschland und Rückwirkungen auf Aktivitäten zu mehr Nachhaltigkeit in diesem Bereich

This report gives an overview on biobased adhesives from a chemical and technical perspective, sustainability aspects as well as consumers' view on them.

Organic consumption and the commitment to climate protection via carbon offsetting are important for the protection of global natural resources. This paper analyzes the relationship between these behaviors and examines factors that explain behavioral (in) consistency across these behavioral fields. Thereby, we examine the influence of priming by an...

For the sustainable development of the energy and agricultural sectors, it is necessary to have financial investments carried out by private households. Therefore, this study examines individuals investing in funds ranging from environmentally friendly (wind energy, organic farming) to environmentally harmful (mineral oil / natural gas). First, we...

In der bisherigen wissenschaftlichen Literatur fehlen fast vollständig Studien, die sich mit den Einschätzungen und Sichtweisen der KäuferInnen von Produkten aus Biokunststoffen beschäftigen, nicht zuletzt aufgrund der bislang noch relativ geringen Verbreitung dieser Produkte. Um diese Lücke teilweise zu schließen, werden im vorliegenden Kapitel di...

Es scheint ein allgemeines Bewusstsein dafür zu geben, dass es sowohl ökologisch als auch sozial notwendig und erwünscht ist, den Einsatz von Kunststoffen auf Basis fossiler und damit endlicher Ressourcen zu reduzieren. Zugleich sind sie jedoch aus dem Konsum- und Lebensalltag nicht mehr wegzudenken: Ein Leben ohne Kunststoffe ist für etwa ein Vier...

In der bisherigen wissenschaftlichen Literatur fehlen fast vollständig Studien, die sich mit den Einschätzungen und Sichtweisen der KäuferInnen von Produkten aus Biokunststoffen beschäftigen, nicht zuletzt aufgrund der bislang noch relativ geringen Verbreitung dieser Produkte. Um diese Lücke teilweise zu schließen, werden im vorliegenden Kapitel di...

Plastic pollution is an increasing global problem, however, replacing fossil resources with bioplastics made from renewable resources could be part of the solution. Currently, no research analyzing the influencing factors for consumers’ preferences for functional apparel made of bioplastic material could be found. To close this gap in research, we...

The report summarizes the findings of four subprojects related to sustainability in horticulture. The first subproject analyses the fertilizing value of secondary phosphorous materials for horticultural plants. The second subproject developes sustainability criteria for the value chain of flowering potted plants. The third subproject examined the u...

Background: Prevalence rates for herbal medicine (HM) have been increasing worldwide. However, little is known about prevalence, user characteristics, usage pattern and factors influencing HM usage for the general German population. Methods: A nationwide online survey on HM usage was conducted in Germany. The 2906 participants were categorised i...

In diesem Diskussionspapier werden die Handlungsoptionen und die Rolle von VerbraucherInnen bei der Vermeidung von Plastik(müll) im Bereich Lebensmittel-verpackungen beleuchtet. Dabei zeigt sich, dass sich VerbraucherInnen in einem Spannungsfeld bewegen: Auf der einen Seite steht der Wunsch nach Verzicht, bzw. Reduzierung von Plastik und dem Bedürf...

This paper emphasizes a consumer-centered perspective to understand new food product success. It pursues two central objectives by showing that consumers are more likely to interpret new product prices as offering gains or losses depending on their individual purchase histories, and consumer psychographics are demonstrated to affect new product ado...

Artificial intelligence (AI) will pave the way to a new era in medicine. However, currently available AI systems do not interact with a patient, e.g., for anamnesis, and thus are only used by the physicians for predictions in diagnosis or prognosis. However, these systems are widely used, e.g., in diabetes or cancer prediction. In the current study...

Background: The use of herbal medicine (HM) has become an essential form of treatment and it is more and more common around the world. Little is known about the reasons that drive people to initially use HM or to maintain their behaviour, and whether the so-called "push and pull factors" known in the context of decision making for complementary an...

The study investigated preferences of consumers of food retailing outlets in Germany for sustainability labeled cut roses. A sample of 1201 respondents of an online survey was used to analyze their preferences based on a choice-based conjoint experiment in which a bunch of 10 roses was considered which differed concerning the labeling certificate,...

Existing private homes in Germany and throughout Europe often are in need of energy efficient refurbishment measures (EERMs). However, these EERMs are not realized on the required level in order to achieve environment-related political targets. Therefore we investigate, based on an online survey of 1085 German owner-occupiers, the factors that diff...

This paper examines the impact of climate targets which have been adapted to individuals’ behavior based on global political events. As the global climate targets of the Paris Agreement are largely supported by society, we investigate the potential of these targets to lead to personal and social norms concerning individual contributions to the Pari...

Artificial intelligence (AI) will pave the way to a new era in medicine. However, currently available AI systems do not interact with a patient, e.g., for anamnesis, and thus are only used by the physicians for predictions in diagnosis or prognosis. However, these systems are widely used, e.g., in diabetes or cancer prediction. In the current study...

Plastic pollution is a massive global issue and it is increasing. However, there are possible solutions besides the abstinence of plastic-consumption. Particularly, bioplastics could be one part of the solution. So far, there has been little research on the consumption of bioplastic-products and consumers’ choice behavior for bioplastics. We conduc...

In Germany, the substitution of green electricity (GE) from renewable energy sources for nuclear and fossil electricity is politically intended, yet the demand for GE remains limited. This article provides empirical insight into factors influencing the decision of German small- and medium-sized enterprises (SMEs) to adopt GE. Potentially relevant f...

Recent decades have witnessed the increasing adoption of personalized price promotion (PPP) at grocery stores. Despite the growing body of research debating whether PPP is more effective than untargeted price promotions, there is no literature synthesizing the relevant evidence on food products. Therefore, we conduct a systematic review to examine...

Within sports industry a lot of plastic is used. A rapid diffusion of new products causes a lot of plastic waste and substantial environmental problems, which could be reduced in part through the use of bio-based plastics produced from renewable biomass raw materials. Consumer interest in bio-based plastics is currently limited by the small range o...

Currently only few products are made of bio-based plastic instead of conventional plastic, whose production and use is causing many environmental problems. Bio-based product alternatives could have a positive impact in consumer sectors relating to nature, such as the outdoor sporting equipment sector. For this reason, consumers’ interest in bio-bas...

Background: The use of herbal medicine, as one element of complementary and alternative medicine, is increasing worldwide. Little is known about the reasons for and factors associated with its use. This study derives insights for the use of herbal medicine in Germany regarding the usage aims, role played by the type of illness, reasons for preferr...

Among renewable energy technologies, wind energy accounts for the highest share in gross electricity consumption in Germany. To keep this renewable share up, wind energy project have to combine technological aspects with environmental and societally aspects. The successful planning and implementation of a wind farm crucially depends on acceptance o...

Increasing the energy efficiency of the buildings in the European Union to reduce their high share of the final energy consumption could have various societal benefits. A special focus in this regard lies on residential buildings. However, in Germany, the energy efficiency increase associated with residential refurbishment projects is commonly low....

To limit climate change, significant reductions in greenhouse gas emissions are needed. Changes to consumer behavior could be one strategy to reach emission reduction targets. In this context, the role of information is crucial. One way of informing consumers about the climate impact of their food choices is through labels on the packaging. Providi...

This working paper presents the results of a representative population survey. It was conceived and implemented as part of the BMBF-funded research project "New Paths, Strategies, Business and Communication Models for Bioplastics as a Building Block of a Sustainable Economy".

Due to the multiple benefits associated with energy efficient refurbishment measures in the building sector, it is important to identify the factors which influence house owners’ behavior in this context in order to raise the refurbishment rate. Based on a Germany-wide online survey, we investigated the factors which influence owner-occupiers of si...

Information on the climate impact of a food product has practically not been communicated in Germany, even though it could provide important acknowledgement of producers’ actions in lowcarbon production. So far, carbon labelling has predominantly been discussed without taking into account German consumers’ opinions (proven by empirical data) on thi...

In line with the global trend towards socially responsible products, socially responsible investments have gained increasing relevance worldwide. The effect of individuals’ concerns about the environmental sustainability of their consumption patterns has not only received increased attention from market participants but also from academics. Existin...

It is widely recognized that social aspects play an important role in the implementation of wind energy projects. The energy transition in Germany can only succeed if the needs and expectations of local citizens are taken into account. Previous research has shown that public participation fosters the acceptance of wind energy by citizens. This stud...

Many approaches of business analysis focus on single disciplines or specific problems but ignore complex and dynamic interrelations between small and medium-sized enterprises (SMEs), their stakeholders, and their business environment. In order to meet these challenges, the system analysis tool Vester sensitivity model (VSM) is applied on a referenc...

Dieser Text beschreibt die Ergebnisse von empirischen Untersuchungen zu Verbrauchereinschätzungen und -bewertungen von schnelllebigen Konsumgütern auf Basis nachwachsender Rohstoffe.

Despite the fact that attitudes and habit can substantially aid understanding of individual food purchase behavior, no theoretical framework explains how these two factors interact and influence behavior in the presence of the respective other factor. Due to this gap in the scientific literature, this study presents a model that focuses on direct a...

Residential buildings strongly contribute to global greenhouse gas-emissions due to the high energy demand of the older build environment. Therefore efficient heating systems ideally based on climate-neutral fuels (Decker et al. 2009, 2015) as well as increasing the rate of energy efficient refurbishment measures (EERM) is of great importance for r...

Bio-based plastic is a potentially environmentally friendly alternative to conventional plastic, which is responsible for the exploitation of fossil fuel resources and environmental pollution. Currently, the market supply of bio-based plastic consumer products is very limited, largely due to higher prices for these plastics. Parents could be a prom...

Acceptance plays an important role in the successful adoption of wind energy technology. This article identifies factors influencing the acceptance of wind energy and selects those factors which have the highest relevance for wind energy acceptance in Bavaria. We decided to analyze the Federal State of Bavaria in Germany as its current policy gover...

The expansion of existing pulp mills with additional technology processing concepts to forest-based biorefineries implies high risks. A stakeholder-integrated strategy development is therefore more likely to open up such new business opportunities. Therefore, this paper aims to develop and verify a feasible approach. For this purpose, Porter’s deli...

The article discusses the relevance of system analysis approaches for family-run agricultural enterprises with their complex structures, and challenges. A conceptual framework for system analysis of family-run agricultural enterprises, considering the interdisciplinary and integrating principles of system theory and management cybernetics, is devel...

Many small- and medium-sized enterprises (SMEs) could enhance energy efficiency and profits by investing in energy-efficient technology. Previous studies have identified various adoption factors and barriers related to energy-efficient technology. In our study, we understand the adoption of technology as a social process and put the decision-making...

Since the liberalization of the German electricity market in 1998, green electricity (GE), i.e. electricity produced from environmentally friendly sources and marketed as such, has been available to German customers. Nonetheless, the demand for GE has remained low among the biggest electricity customer group in Germany, namely small- and medium-siz...

The German government aims at generating 80 percent of the country's electricity from renewable sources by 2050. In the German liberalized electricity market, customers can support this target by purchasing green electricity (GE), i.e., electricity produced from renewable energy sources. Yet, the demand for GE has remained low among small and mediu...

Achieving EU climate targets requires an immense volume of investments in renewable energies, especially in the field of wind energy. Private individuals can play an essential role in raising significant parts of the necessary financial resources. This requires, however, a thorough understanding of investors' preferences. Based on choice experiment...

In Germany, food consumption accounts for 14% of the average greenhouse gas (GHG) emissions of a citizen. By changing personal food consumption patterns, it is possible for consumers to reduce their individual GHG-emissions. Common recommendations concerning climate-friendly food choices are e.g. to eat seasonal or local fruit and vegetables or to...

At the end of the last decade, several regional marketing projects were launched in the dairy sectors of various Alpine countries with the aim of creating a higher added value for milk products and allowing fair prices for the dairy farmers involved. The projects wanted to offer an alternative marketing channel for the farms in these regions by mar...

Greenhouse gas emissions are one of the major impediments to sustainable food production and distribution. In this study, we address the climate impact of alternative distribution channels for asparagus. Since distribution always includes the transport of goods and people, we include both the producer and the consumer perspective. The product carbo...

Against the background of global climate changes and several legal obligations, the target of this paper is to analyze the buying behavior of house owners in Germany with respect to heating systems and the main factors influencing choice when purchasing a specific heating system (e.g., oil heating or wood pellet heating). To investigate these issue...

According to the EU co-existence strategy, no form of agricultural food production system should be excluded. The driving force for this policy is the need to ensure consumers' freedom of choice. The aim of this study is to analyze whether preference heterogeneity for a GM and an organic variant of the same product exists among German consumers. Th...

In the last decades, society-driven topics like recycling and reduction of plastic waste increased efforts to utilize biodegradable materials. Up to now, a successful introduction of biodegradable flower pots on the German plant market has been hampered due to insufficient processing and marketing efforts. Although most plant buyers disclose high e...

In diesem Bericht werden die Ergebnisse eines Forschungsvorhabens zur Kennzeichnung von Biokunststoff-Produkten dargestellt.

Purpose – The purpose of this paper is to demonstrate the heterogeneous effects of gains and losses on the perception of new products. It seeks to argue that the heterogeneity in these effects (partly) stems from the price-perceived quality relationship which is more important for quality-seeking customers. Design/methodology/approach – A multilev...

This paper aims to quantify with respect to national and EU regulations the costs of coexistence systems for genetically modified organisms (GMO) in food in Germany from the seed to the food level for rapeseed oil and maize starch intended for human consumption. The applied model follows the principle of aggregating all the costs of producing, tran...