Carola Grebitus

Assistant Professor
Faculty
POLY Campus
Mailcode
2080
Asst Professor
Faculty
POLY Campus
Mailcode
2080

Biography

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.  

Education

  • PhD  Kiel University, Germany, 2007
  • MS  Kiel University, Germany, 2002
  • BS  Kiel University, Germany, 2001

Research Interests

  • Agricultural and Experimental Economics
  • Marketing and Consumer Behavior
  • Market Research
  • Sustainability
  • Diet and Health
  • Food Safety and Technology

Publications

38. Grebitus, C., *Printezis, I., and A. Printezis (2017): Relationship between consumer behavior and success of urban agriculture. Ecological Economics, 136, 189-200.

37. Dumortier, J., Evans, K.S., Grebitus, C., and P.A. Martin (2017): The influence of trust and attitudes on the purchase frequency of organic produce. The Journal of International Food & Agribusiness Marketing, 29(1), 46-69.

36. *Lewis, K.E., Grebitus, C., and R. Nayga (2016): The impact of brand and attention on consumers’ willingness to pay: Evidence from an eye tracking experiment. Canadian Journal of Agricultural Economics, 64, 753-777.

35. *Lewis, K.E., Grebitus, C., and R. Nayga (2016): The importance of taste in experimental auctions: consumers’ valuation of calorie and sweetener labeling of soft drinks. Agricultural Economics, 47, 47-57.

34. *Lewis, K.E., Grebitus, C., Colson, G., and W. Hu (2016): German and British Consumer Willingness to Pay for Beef Labeled with Food Safety Attributes. Journal of Agricultural Economics, doi: 10.1111/1477-9552.12187.

33. *Lewis, K.E., Grebitus, C., and R. Nayga (2016): U.S. consumers’ preferences for imported and genetically modified sugar: Examining policy consequentiality in a choice experiment. Journal of Behavioral and Experimental Economics; 65, 1-8.

32. *Lewis, K.E., and C. Grebitus (2016): Why U.S. consumers support country of origin labeling: Examining the impact of ethnocentrism and food safety. The Journal of International Food and Agribusiness Marketing, 28(3), 254-270.

31. Grebitus, C., and J. Dumortier (2016): Effects of values and personality on demand for organic produce. Agribusiness: An International Journal, 32(2), 189-202.

30. *Peschel, A.O., Grebitus, C., Colson, G., and W. Hu (2016): Explaining the use of attribute cut-off values on decision making by means of involvement. Journal of Behavioral and Experimental Economics, 65, 58-66.

29. *Peschel, A.O., Grebitus, C., Steiner, B., and M. Veeman (2016): How does consumer knowledge affect environmentally sustainable choices? Evidence from a cross-country latent class analysis of food labels. Appetite, 106, 78-91.

28. Grebitus, C., Steiner, B., and M. Veeman (2016): Paying for sustainability: A cross-cultural analysis of consumers’ valuations of food and non-food products labeled for carbon and water footprints. Journal of Behavioral and Experimental Economics, 63, 50-58.

27. Colson, G., and C. Grebitus (2016): Relationship between children’s BMI and parents’ preferences for kids’ yogurts with and without front of package health signals. Agribusiness: An International Journal, doi: 10.1002/agr.21487.

26. Roscoe, R.D., Grebitus, C., *O’Brian, J., *Johnson, A.C., and I. Kula* (2016): Online information search and decision making: Effects of web search stance. Computers in Human Behavior, 53, 103-118.

25. Colson, G., Corrigan, J., Grebitus, C. Loureiro, M., and M. Rousu (2015): Which deceptive practices, if any, should be allowed in experimental economics research? Results from surveys of applied experimental economists and students. American Journal of Agricultural Economics, 98(2), 610-621.

24. Rousu, M., Colson, G., Corrigan, J., Grebitus, C., and M. Loureiro (2015): Deception in experiments: Towards guidelines on use in applied economics research. Agricultural Economic Perspectives and Policy, 37(3), 524-536.

23. Grebitus, C., Steiner, B., and M. Veeman (2015): On the role of human values and trust when food is labeled for environmental footprints: Insights from Germany. Food Policy, Special Issue - Consumers and Trust: Empirical investigations on the outcomes of consumer trust in food, 52(April), 84–91.

22. Grebitus, C., Roosen, J., and C. Seitz* (2015): Attention and Choice: A behavioral economics perspective on food decisions. Journal of Agricultural & Food Industrial Organization, Special Issue - The Behavioral and Neuroeconomics of Food and Brand Decisions, 13(1), 73-82.

21. Grebitus, C., Hartmann, M., and N. Reynolds (2015): The relevance of attitudes, nationality and gender on weight reduction strategies – an international study on obesity. Obesity Facts. The European Journal of Obesity, 8, 77-86.

20. Grebitus, C., Jensen, H.H., Roosen, J., and J. Sebranek (2015): Food packaging, a bias towards natural. AgBioForum – Festschrift for Wallace Huffman, 18(3), 337-344.

19. Qui, Y., Colson, G., and C. Grebitus (2014): Risk preferences and purchase of energy-efficient technologies in the residential sector. Ecological Economics, 107, 216–229.

18. Grebitus, C., Jensen, H.H., and J. Roosen (2013): US and German consumer preferences for ground beef packaged under a modified atmosphere – Different regulations, different behavior? Food Policy, 40, 109–118.

17. Grebitus, C., Jensen, H.H., Roosen, J., and J.G. Sebranek (2013): Fresh meat packaging: Consumer acceptance of modified atmosphere packaging including carbon monoxide. Journal of Food Protection, 76(1), 99-107.

16. *Langen, N., Grebitus, C., and M. Hartmann (2013): Success factors of Cause-related Marketing in Germany. Agribusiness: An International Journal, 29(2), 207–227.

15. Mueller Loose, S., *Peschel, A.O. and C. Grebitus (2013): Effects of convenience and product packaging on consumer preferences and market share of seafood products: The case of oysters. Food Quality and Preference, 28(2), 492-504.

14. Grebitus, C., Lusk, J., and R. Nayga (2013): Effect of distance of transportation on willingness to pay for food. Ecological Economics, 88, 67–75.

13. Grebitus, C., Lusk, J., and R. Nayga (2013): Explaining differences in real and hypothetical experimental auctions and choice experiments with personality. Journal of Economic Psychology, 36, 11–26.

12. Grebitus, C., Steiner, B., and M. Veeman (2013): Personal values and decision making: Evidence from environmental footprint labeling in Canada. American Journal of Agricultural Economics - Proceedings, 95(2), 397-403.

11. Grebitus, C., Colson, G., and L. Menapace (2012): A comparison of hypothetical survey rankings with consumer shopping behavior and product knowledge. Journal of Agricultural and Applied Economics, 44(1), 35-47.

10. Grebitus, C., Menapace, L., and M. Bruhn (2011): Consumers’ use of seals of approval and origin information: Evidence from the German pork market. Agribusiness: An International Journal, 27(4), 478-492.

9. Grebitus, C., Yue, C., Bruhn, M., and H.H. Jensen (2011): Perceived quality in organic and conventional pork markets in Germany. Food Economics, 8(4), 187-199.

8. Grebitus, C., and M. Bruhn (2011): A way to more effective marketing strategies: Analyzing dimensionality of cognitive structures quantitatively. SAGE Open, Aug. 2011, 1-11.

7. *Langen, N., Grebitus, C., and M. Hartmann (2011): Is there need for more transparency and efficiency in cause-related marketing? International Journal on Food System Dynamics, 1 (4), 366-381.

6. Herzfeld, T., Drescher, L., and C. Grebitus (2011): Cross-national adoption of private food quality standards. Food Policy, 36(3), 401-411.

5. Menapace, L., Colson, G., Grebitus, C., and M. Facendola (2011): Consumers’ preferences for food products with geographical origin labels. European Review of Agricultural Economics, 38(2), 193-212.

4. Yue, C., Grebitus, C., Bruhn, M., and H.H. Jensen (2010): Marketing organic and conventional potatoes in Germany. The Journal of International Food and Agribusiness Marketing, 22(1 & 2), 164-178.

3. Drescher, L., Grebitus, C., and T. Herzfeld (2009): Spread of retailer food quality standards: A transition countries perspective. Outlook on Agriculture, 38 (1), 15-22.

2. Grebitus, C., and M. Bruhn (2008): Analyzing semantic networks of pork quality by means of concept mapping. Food Quality and Preference, 19(1), 86-96.

1. Bruhn, M., and C. Grebitus (2007): Analyse des verbraucherorientierten Qualitätsurteils mittels assoziativer Verfahren am Beispiel von Schweinefleisch und Kartoffeln. German Journal of Agricultural Economics, 56(7), 305-314.

* Indicates student authors.

Research Activity

U.S. Department of Agriculture-National Institute of Food and Agriculture-EASM-3: Collaborative Research: Physics-Based Predictive Modeling for Integrated Agricultural and Urban Applications. Co-PI with A. Mahalov (PI), B. Turner, M. Moustaoui, M. Georgescu, Arizona State University; 2015-2020, $751,860.

National Science Foundation MPS-DMS-EASM-3: Collaborative Research: Physics-Based Predictive Modeling for Integrated Agricultural and Urban Applications, as Co-PI with A. Mahalov (PI), B. Turner, M. Moustaoui, M. Georgescu, Arizona State University; 2014-2019, $1,161,522.

U.S. Department of Agriculture-National Institute of Food and Agriculture: Scan-Based Trading: Opportunities for Enhancing Supply-Chain Efficiency. Co-PI with E. Rabinovich (PI), T. J. Richards (Co-PI), Arizona State University; 2016-2019, $421,490.

Genome Canada: Application of Genomics to Improve Disease Resilience and Sustainability in Pork Production. Co-PI with E. Goddard (PI), University of Alberta; 2016-2019, CAD $49,240.

Genome Canada: Increasing Feed Efficiency and Reducing Methane Emissions through Genomics: A New Promising Goal for the Canadian Dairy Industry. Co-PI with E. Goddard (PI), University of Alberta; 2016-2019, CAD $30,000.

National Retail Federation Foundation: Travel grant to attend Retail’s Academic Symposium, New York City, NY; 2016.

Arizona Department of Agriculture, Specialty Crop Block Grant Program-Farm Bill: Target-Marketing for Medjool Date Consumer Segments. Principal Investigator (PI) with Co-PI R.S. Hughner, Arizona State University; 2016-2018, $40,664.

Arizona Department of Agriculture, Specialty Crop Block Grant Program-Farm Bill: Driving Demand for Arizona-Grown Medjool Dates. PI with Co-PI R.S. Hughner, Arizona State University; 2015-2017, $75,052.

Economic Research Service, USDA – Food Economics Division: Cooperative Research Agreement: “Applying Behavioral and Experimental Economics to Food and Agri-Environmental Issues.” Support of Agricultural & Applied Economics Association 2015 Post Conference Workshop; 2015, $5,000.

U.S. Department of Agriculture-Center for Behavioral and Experimental AgriEnvironmental Policy Research: Support of the Agricultural & Applied Economics Association 2015 Post Conference Workshop “Applying Behavioral and Experimental Economics to Food and Agri-Environmental Issues;” 2015, $2,500.

Agricultural & Applied Economics Association Trust: Support of the Agricultural & Applied Economics Association 2015 Post Conference Workshop “Applying Behavioral and Experimental Economics to Food and Agri-Environmental Issues;” 2015, $5,000.

Cornell Center for Behavioral Economics in Child Nutrition Programs: support of the Agricultural & Applied Economics Association 2015 Post Conference Workshop “Applying Behavioral and Experimental Economics to Food and Agri-Environmental Issues;” 2015, $2,000.

Dean’s Award for Excellence 2014 Summer Research Grant Program Analyzing the Effect of Complexity on Consumer Decision Strategies. W. P. Carey School of Business. PI; 2014, $25,000.

CTI Scholarship Support & Enhancement (SSE) Grant Program Self-Regulated Learning for Sustainable Product Evaluation. Co-PI with R. Roscoe (PI), Arizona State University; 2013 – 2014, $14,000.

Consumer and Market Demand (CMD) Network: Meeting European consumers’ demand for Canadian beef: Analysis of Canadian beef from a European perspective – the role of country-of-origin labelling. PI, with G. Colson, University of Georgia, and Co-PI W. Hu, University of Kentucky. Sub-grant Number: CMD-560; 2012 – 2013, C$66,000.

CTI SSE Grant Program: Understanding Consumer Behavior in the Clean Energy Industry in Arizona. Co-PI with Y. Qui, Arizona State University; 2012 – 2013, $10,000.

CTI SSE Grant Program: Choose Healthy Arizona – Analyzing Drivers of Consumers’ Food Choices. PI; 2012 – 2013, $ 10,000.

 

 

Courses

Fall 2017
Course NumberCourse Title
AGB 100Introduction to Agribusiness
AGB 456Food Prod Innovation and Dev
Spring 2017
Course NumberCourse Title
AGB 420Food Advertising and Promotion
Fall 2016
Course NumberCourse Title
AGB 100Introduction to Agribusiness
AGB 456Food Prod Innovation and Dev
AGB 703ADV AGB III: ADV Empirical Mo
Spring 2016
Course NumberCourse Title
AGB 100Introduction to Agribusiness
AGB 420Food Advertising and Promotion
Fall 2015
Course NumberCourse Title
AGB 456Food Prod Innovation and Dev
Spring 2015
Course NumberCourse Title
AGB 420Food Advertising and Promotion
Fall 2014
Course NumberCourse Title
AGB 456Food Prod Innovation and Dev
Spring 2014
Course NumberCourse Title
AGB 420Food Advertising and Promotion
Fall 2013
Course NumberCourse Title
AGB 456Food Prod Innovation and Dev
Spring 2013
Course NumberCourse Title
AGB 420Food Advertising and Promotion

Honors/Awards

  • Sylvia Lane Mentorship Fund, awarded by the AAEA Trust in 2011
  • Annual award Goldener Zuckerhut for junior-professionals showing outstanding success in Germanys food economy awarded by the Foundation Goldener Zuckerhut in 2006
  • Annual award for the article Healthy Diet at the 7th Lower-Saxony Junior Media Awards awarded by the Media Association Lower-Saxony in 1996.

Work History

Arizona State University: 2012-present; Bonn University, Germany: 2008-2012.

Consulting

  • Henkel Consumer Goods Inc. Solutions to increase the consumer interest and valuation for sustainable products in markets. PI, Project No. 13054246; 2012 – 2013, $25,000.