Edoardo Maria Pelli M.Sc.

eMail: edoardo.pelli@tum.de
Tel.: +49-(0)8161-71-4360
Address: Technical University of Munich
Chair of Marketing and Consumer Research
Alte Akademie 16
D-85354 Freising

Research Interests

The research is part of the interdisciplinary project: “Practicing Evidence - Evidencing Practice” funded by the German Research Foundation (DFG). Our sub-project explores the role of moralization in consumer use and interpretation of nutritional evidence of foods. Methodologically the research involves a qualitative analysis through preliminary focus groups, which will be followed by a quantitative analysis through the implementation of a quantitative survey as well as of economic experiments.

Available at: http://www.evidenzpraktiken-dfg.tum.de/en/tp4-die-rolle-der-moralisierung/



Sellare J, Börner J, Brugger F, Garrett R, Günther I, Meemken EM, Pelli EM, Steinhübel L, Wuepper D. Six research priorities to support corporate due-diligence policies. Nature. 2022 Jun; 606 (7916): 861-863. https://doi.org/10.1038/d41586-022-01718-8


Goddard E., Miao Y., Pelli E. M., Rogers K. Accounting for emotions in examining the demand for food. Organized Symposium at the Online Annual Conference of the Canadian Agricultural Economics Society, August 9th-11th, 2022.

Goddard E., Lybbert T. J., Pelli E.M., Sckokai P. How different approaches across psychology, cognitive science and behavioral economics can contribute to a deeper understanding of farmers´ and consumers´ attitudes and behavior. Organized Symposium at the Annual Conference of the Agricultural and Applied Economics Association (AAEA). Anaheim, California, United States, July 31st- August 2nd, 2022.

Pelli E.M., Roosen J. (2021). Exploring Consumer Attitudes Towards the Controversial Nutritional Evidence about Superfoods. Poster presented at the XVI EAAE (European Association of Agricultural Economists) Virtual Congress, 20th-23rd July 2021.

Pelli E.M., Roosen J. The relevance of the Moral Foundation Theory to explore consumer interpretation of contested nutritional evidence. Presentation for the Online DFG Symposium Villa Vigoni, 23rd – 24th March 2021.

Pelli E. M., Caputo V., Cattivelli L., Sckokai P. Will wine consumer accept new mutagenesis techniques applied to grapevine? Contributed paper for 9th AIEAA (Associazione Italiana di Economia Agraria e Applicata) Online Conference, 11-12 June 2020: Mediterranean agriculture facing climate change: Challenges and policies.


Professional Experience

Visiting PhD Candidate, Department of Resource Economics and Environmental Sociology (REES), University of Alberta, Canada

Since 11.2020
Research Associate and PhD Candidate (since 06.2021), Chair of Marketing and Consumer Research, Technical University of Munich

Three internship positions in agricultural and food companies in the US (J1- Exchange visitor program- Intern), as well as participation in my family´s agricultural and commercial businesses in Italy




Master of Science in Agricultural and Food Economics, Università Cattolica del Sacro Cuore, Cremona, (CR), Italy


International Thesis Scholarship: I received a scholarship from Università Cattolica del Sacro Cuore for a thesis within the Department of Agricultural and Food Economics at Università Cattolica del Sacro Cuore (supervisor: Dr. Paolo Sckokai) in collaboration with the Department of Agricultural, Food and Resource Economics at Michigan State University, US (co-supervisor: Dr. Vincenzina Caputo). Thesis title: Will wine consumer accept new mutagenesis techniques applied to grapevine?


Bachelor of Science in Food Science and Technology, Università Cattolica del Sacro Cuore, Piacenza (PC), Italy


Exchange Student Scholarship, Institution: Universidad de Castilla-La Mancha, Ciudad Real, Spain

Exchange student winner of Scholarship and thesis project in Universidad de Castilla-La Mancha, Ciudad Real, Spain in collaboration with Università Cattolica del Sacro Cuore, Italy. Thesis title: Spanish milk and dairy products: Manchego PDO cheese