TUM – Technical University of Munich Menü

Prof. Dr. Jutta Roosen

Academic Career and Research Areas

Professor Roosen’s research focuses on consumer behavior and demand analysis. Her main interest is on cognitive aspects of perception and cultural influences on behavior. Her work often deals with questions of food quality and safety, nutrition and health behavior as well as sustainable consumption of energy and food.
Professor Roosen studied in Bonn, Washington and Iowa and earned her PhD (1999) in economics from Iowa State University, USA. She later served as assistant professor at the Université Catholique de Louvain in Belgium (1999-2002). Prior to her appointment as Chair of Marketing and Consumer Research at TUM in 2008, she was a professor at Kiel University.


  • Best Research Paper Award, International Food Marketing Research Symposium (2013)
  • Best Paper Award, Review of Agricultural Economics (2009)
  • Best Paper Award, Annual Meeting of the German Association of Agricultural Economics (2005)
  • Best Paper Award, Journal of Agricultural and Applied Economics (2001)

Key Publications (all publications)

Grebitus C, Roosen J: "Influence of Non-Attendance on Choices with Varying Complexity". European Journal of Marketing. 2018; 52(9/10): 2151-2172.


Kalkbrenner B, Roosen J: „Citizens' willingness to participate in local renewable energy projects: The role of community and trust in Germany“. Energy Research & Social Science. 2016; 13: 60-70.


Roosen J, Bieberstein A, Blanchemanche S, Goddard E, Marette S, Vandermoere F: "Trust and willingness to pay for nanotechnology food". Food Policy. 2015; 52: 75-83. 


Bieberstein A, Roosen J, Marette S, Blanchemanche S, Vandermoere F: „Consumer choices for nano-food and nano-packaging in France and Germany“. European Review of Agricultural Economics. 2013; 40(1): 73-94.


Lusk JL, Roosen J, Bieberstein A: "Consumer acceptance of new food technologies: Causes and roots of controversies". Annual Reviews of Resource Economics. 2014 6: 381-405.