Prof. Dr. Jutta Roosen







Technical University of Munich
Chair of Marketing and Consumer Research
Alte Akademie 16
D-85354 Freising

Prof. Dr. Jutta Roosen heads the department of Marketing and Consumer Research. She studied Agricultural Economics at the University of Bonn and Washington State University (USA) and received her Ph. D. in Economics at Iowa State University (USA) in 1999. Before joining the Technical University of Munich she served as faculty member at the Université cath. de Louvain (Belgium) and at the University of Kiel.

Her research focuses on the study of consumer behavior and demand analysis with an interest in cognitive aspects of perception and cultural influences on behavior. Her work often deals with questions of food quality and safety, nutrition and health behavior as well as sustainable consumption of energy and food.

Professor Roosen is co-editor of the journal Food Policy.



1997-1999     Ph.D. in Economics, Iowa State University, USA

1994-1995     Master of Arts in Agricultural Economics, Washington State University, USA

1991-1994     Agricultural Sciences, University Bonn, Germany



Since 2008      W3-Professor, Chair of Marketing and Consumer Research, TUM School of Management,
                        Technical University of Munich, Germany

2002 - 2007     C3-Professor, Household and Consumer-oriented Health Economics, University of Kiel,

1999 - 2002     Assistant Professor, Unit of Rural Economics, Catholic University of Louvain, Louvain-
                        la-Neuve, Belgium

Selected publications (full list of publications)

Gross, S., M. E. Waldrop, J. Roosen (2021). How does animal welfare taste? Combining sensory and choice experiments to evaluate willingness to pay for animal welfare pork. Food Quality and Preference 87: j.foodqual.2020.104055.

Dahlhausen, J., C. Rungie, J. Roosen (2018). The value of labelling credence attributes - Common structures and individual preferences. Agricultural Economics 48: 741-751. DOI: 10.1111/agec.12456.

Grebitus, C., J. Roosen (2018). Influence of Non-Attendance on Choices with Varying Complexity. European Journal of Marketing 52(9/10): 2151-2172. DOI: 10.1108/EJM-02-2017-0143.

Kalkbrenner, B., J. Roosen (2016). Citizens' willingness to participate in local renewable energy projects: The role of community and trust in Germany. Energy Research & Social Science 13: 60-70. doi:10.1016/j.erss.2015.12.006.

Roosen, J., A. Bieberstein, S. Blanchemanche, E. Goddard, S. Marette, F. Vandermoere (2015). Trust and willingness to pay for nanotechnology food. Food Policy 52: 75-83.

Lusk, J. L., Roosen J., Bieberstein A.: "Consumer acceptance of new food technologies: Causes and roots of controversies". Annual Reviews of Resource Economics. 2014 6: 381-405. 


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