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Major Module IV

Sustainability in Marketing and Consumer Behavior

Lecture with integrated excercise (14266.0109)

Instructor: Dr. Magdalena Bekk
Dates and Location in KLIPS (see "Abhaltungstermine")


The examination consists of a written exam of 60 minutes.

Examination Date:
Date: N.N.
Time: N.N.
Location: N.N.

Please keep in mind that you need to register for the examination within the corresponding registration period. It is NOT possible to register after the registration period. Written exams can be answered either in German or in English. Note that no responsibility is taken for the correctness of the information. Please refer to the Examination Office for all examination-related questions.

Zum Bestehen der Veranstaltung muss eine 60-minütige schriftliche Prüfung abgelegt werden.


Bitte beachten Sie, dass Sie sich nur innerhalb der vorgegebenen Fristen für die Klausur anmelden können. Es ist NICHT möglich, sich nach Ablauf der Frist nachträglich anzumelden. Schriftliche Prüfungen können auf Englisch oder auf Deutsch abgelegt werden. Es wird keine Verantwortung für die Richtigkeit der Informationen übernommen. Bitte informieren Sie sich beim Prüfungsamt über alle klausurbedingten Fragen.


Why do almost all people say sustainability (for example saving the environment) is important to them but almost no one actually acts in line with this statement? And how can brand managers make their brands (look) more sustainable? The aim of this course is to understand why consumers have difficulties to act sustainable. What consumer and corporate social responsibility means. And how brands can misuse sustainability issues in order to appear more sustainable (e.g. greenwashing). In this course, participants will learn theories and findings from consumer behavior, marketing and psychology, which help to understand sustainable behavior from a consumer and brand perspective.

Learning Objectives

At the end of this course you should be able to:

  • understand the consumption process from a sustainability perspective.
  • understand why consumers have difficulty to act sustainable.
  • explain how consumer behavior can be nudged by managers into a more sustainable direction.
  • understand what brand managers can do to make their brand look more sustainable.