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Carola Grebitus

Assistant Professor, W.P. Carey Morrison School of Agribusiness, ASU


Carola Grebitus is an Assistant Professor of Food Industry Management at the W. P. Carey School of Business at Arizona State University. Dr. Grebitus' research is focused on modeling consumers' food choices in general, and consumers' decision strategies in particular. She has worked extensively on determinants of consumer behavior, purchase decision making and food quality from consumers' perspective. Her current research includes consumer preferences for local food, urban agriculture and sustainable (food) products; willingness to pay for new technologies; and the influence of food labeling on purchase decisions. Furthermore, she investigates the role of social networks on healthy food choices and adoption of genomics. Also, she has conducted research using retail surveys regarding consumers' use of quality certification and country-of-origin information. In her research, Dr. Grebitus applies a variety of methods ranging from auctions and choice experiments to eye tracking and taste tests. At ASU, Dr. Grebitus teaches courses in Food Product Innovation and Development and Food Promotion and Advertising, with heavy emphasis on food retail.