Melanie Bowen

Melanie Bowen is 5th year PhD candidate at the Department of Marketing at Justus-Liebig-University of Giessen, in Germany. She holds a Bachelor’s degree in Communication and Media Management and received her Master’s degrees in Marketing from the Technische Hochschule Mittelhessen, Germany as well as the Napier University, Scotland.

One of Melanie’s research projects focuses on the role of sustainability in consumer consumption behavior. Currently she is working on analyzing the relevance of sustainable packing for organic food products. This research project aims at testing the influence of packaging sustainability on consumers perceived quality and willingness to pay for organic products. For that, she uses the choice-based conjoint methodology, which provides the best alternative for this study’s purpose.