"Do I even want change?" - Consumer perspectives on sustainable innovations

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Basic Information

Lehrstuhl für Innovation, Strategie und Organisation


In order to be able to achieve the global sustainability goals, a radical shift from a fossil-based economy to sustainable resource use appears necessary. Our goal is to systematize findings and experiences in this topic area and make them usable in order to better understand regional innovation ecosystems with their specific challenges and success factors.

The starting point for the development of business models, sustainability goals and new regional structures should always be the perspective of the relevant target groups. This is especially true for B2C applications. More technologically oriented projects in particular run the risk of paying too little or too late attention to the demand side and not sufficiently incorporating the perspective of the intended target group into innovation activities. It is important to investigate and understand the motivations, motivations and needs of customer groups for the technologies.
Procedure: In this work, qualitative interviews with stakeholders as well as conjoint analyses will be conducted. By applying these methods, customer types and segments as well as personas will be derived. Emotional as well as physical value drivers are to be considered regularly.
The following application cases can be used for this:
- Innovations in agriculture
- Innovations in biotechnology
- Innovations in textile technology
- Innovations in plastics technology
- Innovations with the help of biological components in the field of: construction, automotive, consumer goods.

What we offer:
- Work on a current hot topic
- Collaboration in the BMBF-funded research project "Model Region Bioeconomy in the Rhenish Revier".
- Room for your own ideas and interests

If you are enthusiastic about the topic, please send your CV, a letter of motivation and a current overview of your grades as well as your desired focus of the bachelor thesis to