Dr. Gesa Busch

Gesa Busch studied agricultural sciences in Göttingen and successfully completed her doctorate on the topic of "Farm animal husbandry and society - communication management between agriculture and the public" in 2016. During her doctoral studies, she spent 6 months at the University of British Columbia in Canada as a visiting researcher in the Animal Welfare Program. After completing her PhD, she researched and taught at the Free University of Bolzano (Italy) from 2016 to 2019 on issues related to sustainable mountain agriculture in the Alpine region.
Since September 2019, Gesa has been a research associate at the Chair of Marketing for Food and Agricultural Products in Göttingen, Germany. Her research currently focuses on societal expectations for sustainable agriculture and the transformation of food systems. She investigates attitudes of different stakeholders towards animal welfare and genetic modifications of plants and animals and focuses on ethical components in consumption decisions. In teaching, Gesa is responsible for "Marketing Management in the Food Industry" in the Master's program, as well as for "Advanced Theories of Consumer Research" in the PhD program.

Research focus:

  • Consumers' and society's attitudes towards agriculture, especially critical issues of livestock farming
    • Effect of agricultural images on people who are distant from agriculture
      • Consumer behaviour
        • Attitudes towards green genetic engineering
          • Sustainable agriculture and consumption

          • Research projects:

            "Analyse von Vermarktungswegen für Erzeugnisse einer nachhaltigen Nutztierhaltung am Beispiel Südniedersachsenst"
            Against the background of the social debate about the future of livestock farming in Germany, it is becoming increasingly clear that livestock farming is facing considerable, necessary innovation steps. However, this can only be achieved if the products produced also find a market outlet. Regional initiatives can be a driver of sustainable development. Within the framework of the research project, innovative marketing concepts for products from sustainable, regional livestock farming will be designed and analyzed as an example in southern Lower Saxony. The project is funded by the state of Lower Saxony.

            "Legehennen in Mobilställen: Chance oder Risiko für Tierwohl, Markt- und Bürgerakzeptanz? MobiWohl"
            Mobile barns are spreading dynamically in organic and conventional egg production. Since the economically successful use of mobile houses depends on whether an additional benefit compared to stationary houses can be communicated to consumers, target group-specific marketing strategies are to be developed in the project. Besides the question of egg marketing, the acceptance of mobile barns by the population is a success factor. Therefore, possible conflicts during the construction of barns as well as the assessment of residents regarding the environmental and health effects of mobile barns in the local area will be investigated. The extent to which mobile stables also have a positive effect on animal health has not yet been sufficiently proven. Therefore, it is also the aim of the project to examine the animal welfare levels in different types of mobile housing.The project partners are the Department of Farm Animal Ethology and Animal Husbandry at the University of Kassel-Witzenhausen, and the LLH Hessen. The project is funded by the BMEL.

            DFG RTG 2654: Sustainable Food Systems
            The Research Training Group "Sustainable Food Systems" will start in September 2021. The program combines excellent interdisciplinary research and doctoral education on the sustainability of global and local food systems. Gesa is one of the PI's in this project. Food and agriculture play a key role in many of the global challenges such as poverty, malnutrition, overweight and obesity, climate change and biodiversity loss. It is clear that the United Nations Sustainable Development Goals (SDGs) cannot be achieved without major changes in food production and consumption. But what kinds of changes make sense, at what levels, and how to implement those changes politically, economically, and socially are open questions that the new RTG will address, focusing on both rich and poor countries. The RTG is funded by the DFG.

            "Entwicklung und Erprobung eines Klimalabels für Lebensmittel in Niedersachsen (EEKlim)"
            In order to achieve international and national sustainability goals, environmentally conscious nutrition has increasingly moved into the public interest and political discussions. In addition to transformation processes in agriculture and the food sector, consumers are also seen as playing an important role. The planned project therefore aims to develop a scientifically based framework concept for a climate label and to test its practicability for the agricultural and food sector in Lower Saxony. The label to be developed is to be designed in such a way that environmentally friendly consumption and production patterns are promoted in the food sector. The project is funded by the Lower Saxony Ministry of Food, Agriculture and Consumer Protection.