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Major Module IV

Sustainability in Marketing and Consumer Behavior

Lecture (14266.0106)

Instructor: Dr. Magdalena Bekk
Dates, Times and Location: see KLIPS


The examination consists of a written exam of 60 minutes. 

Examination Date: The exam will be held on the date announced (May 19th, 2020). The registration deadline for the exam has been extended to 17 May 2020.  Please note that it is very uncertain how and when we will be able and allowed to offer a second exam. In line with the corresponding information from the examination office and the dean’s office, we therefore strongly recommend to take part in the exam on May 19th.
Date: May, 19th, 2020
Time: 08:30 a.m. - 09:30 a.m. 
Location: Online-Exam

Please keep in mind that you need to register for the examination within the corresponding registration period. It is NOT possible to register after the registration period. Note that no responsibility is taken for the correctness of the information. Please refer to the Examination Office for all examination-related questions.

Zum Bestehen der Veranstaltung muss eine 60-minütige schriftliche Prüfung abgelegt werden. Die Klausur wird zu diesem angekündigten Termin (19. Mai 2020) durchgeführt. Die Anmeldefrist zur Prüfung ist bis zum 17. Mai 2020 verlängert worden. Bitte beachten Sie, dass die Informationen über die geringe Wahrscheinlichkeit eines zweiten Prüfungstermins nach wie vor gültig sind. Im Einklang mit den entsprechenden Informationen des Prüfungsamtes und des Dekanats empfehlen wir daher dringend, an der Prüfung am 19. Mai teilzunehmen. 

19. Mai 2020, 8:30 - 9:30 Uhr als Online-Prüfung

Bitte beachten Sie, dass Sie sich nur innerhalb der vorgegebenen Fristen für die Klausur anmelden können. Es ist NICHT möglich, sich nach Ablauf der Frist nachträglich anzumelden. Es wird keine Verantwortung für die Richtigkeit der Informationen übernommen. Bitte informieren Sie sich beim Prüfungsamt über alle klausurbedingten Fragen.


Why do almost all people say sustainability (for example saving the environment) is important to them but almost no one actually acts in line with this statement? And how can brand managers make their brands (look) more sustainable? The aim of this course is to understand why consumers have difficulties to act sustainable. What consumer and corporate social responsibility means. And how brands can misuse sustainability issues in order to appear more sustainable (e.g. greenwashing). In this course, participants will learn theories and findings from consumer behavior, marketing and psychology, which help to understand sustainable behavior from a consumer and brand perspective.

Learning Objectives

At the end of this course you should be able to:

  • understand the consumption process from a sustainability perspective.
  • understand why consumers have difficulty to act sustainable.
  • explain how consumer behavior can be nudged by managers into a more sustainable direction.
  • understand what brand managers can do to make their brand look more sustainable.