Denise Radda

Denise Radda has been working as the Science Communication Officer at the chair since May 2021 and is thus in charge of all communication media of the faculty. Ms Radda already studied ecosystem management (B.Sc.) and agricultural science (M.Sc.) here at the University of Göttingen. After her studies, she worked as a marketing assistant at the Marketing Society for the Agriculture and Food Industry in Hanover. In 2019, she moved to a regional juice producer in Nörten-Hardenberg and was employed as a marketing manager in the consumer division. There, she took on strategic tasks and was already able to gain initial insights into the areas of sustainability management and collegial leadership, as well as further knowledge in social media marketing and CSR communication. Despite the practical experience, she remained interested in scientific work and decided to do a PhD. In her thesis she deals with greenwashing in the food industry.

Research focus:

  • Consumer behaviour
    • Sustainability of food
      • Advertising with environmental aspects of food
        • Sustainability and CSR communication

        • Research project:

          Greenwashing of the food industry and its effect on external sustainability communication for consumers.
          Climate change. Reduced biodiversity. Animal welfare. More and more people want to consume more consciously and are willing to pay more money for sustainable products. The term "sustainability" is omnipresent in this context. Companies have long recognised this and are positioning themselves. Is this a transformation or an attempt to put on a "green" face? The dissertation aims to clarify this question and to examine what effect greenwashing has on consumers.

          Master thesis:

          • Motivation for reducing meat consumption: effect of information on behavioural intention