Josias Hornstein

Josias Hornstein is currently enrolled in the M.Sc. Marketing program of Hochschule Bonn-Rhein-Sieg in Bonn, Germany.

His research examines the willingness to pay of German students for sustainable sneakers. Using the Sawtooth software, Josias designes a Choice-Based Conjoint Experiment that allows him to analyse the partial aspects of sustainability individually in regard of their influence on the willingness to pay for the products.

Consumer behavior is one of the fields that fascinated Josias from the beginning of his studies. Being an environmentally conscious person himself, the decision to examine purchase behavior for sustainable products came easy.

Besides writing his master’s thesis, Josias is working a student’s job at an international consulting firm, has successfully co-founded a startup and works as a freelance marketing consultant for several clients. He is eager to learn new thing, is driven by innovation and has found his passion in marketing.