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Carola Grebitus

Asst Professor
WPC Agribusiness
Mail Code: 2080


Fields of Interest

  • Agricultural and Experimental Economics
  • Marketing and Consumer Behavior
  • Sustainability, Diet and Health, Food Technology

Research Statement

Dr. Grebitus is currently Assistant Professor of Food Industry Management at the Morrison School of Agribusiness within the W.P. Carey School of Business at Arizona State University. Prior to her appointment at the Morrison School she was an Asst. Prof. at the Department of Agricultural and Food Market Research at the Institute for Food and Resource Economics, Bonn University, Germany. Prior to her appointment at Bonn University she was a postdoctoral research fellow at CARD at Iowa State University, and at the Department of Rural Economy, University of Alberta. Carola received her Doctoral degree from the Department of Agricultural Economics, Kiel University, Germany. Carola’s research is focused on modeling consumers’ food choice. She has worked extensively on determinants of consumer behavior, purchase decision making, and food quality from consumers’ perspective. Her current research includes consumer preferences for local food, food miles, and sustainable (food) products; willingness to pay for and acceptance of new food technologies including food safety aspects; and the influence of food labeling on purchase decisions, as well as promotion of healthy food choices (e.g. creating target oriented communication strategies for healthy diets and children’s fruit and vegetable consumption). Among others Carola received the Sylvia Lane Mentorship Fund by the AAEA Trust for a research project analyzing the influence of behavioral determinants on bidding behavior in auctions.

Media Communications

  1. Grebitus, C. (2013): Paying Premium for Shelf Life. Asia Pacific Food Industry, April/May, p. 52-54.
  2. Whitworth, J. (2013): Study highlights consumer reaction to carbon monoxide use in MAP. FoodProduction, 18 April 2013.
  3. Schaffer, E. (2013): MAP mindsets. Consumer research provides glimpse of how packaging technology is perceived. Meat and Poultry, March 2013, p. 70-72.
  4. Asfa-Wossen, L. (2013): Too much information - consumer views on modified air packaging. Packaging Professional Magazine, 12 March 2013.
  5. Gray, N. (2013): Consumers will pay more for local foods: Study. Food 27 February 2013.
  6. Whitworth, J. (2013): Consumer understanding key to MAP technology, finds study. FoodProduction, 10 January 2013.

Journal and Book Publications

Journal Publications

  1. ROSCOE, R.D., GREBITUS, C., O’BRIAN, J., JOHNSON, A.C., I. KULA (2016): Online Information Search and Decision Making: Effects of Web Search Stance. Computers in Human Behavior, 53, 103-118.
  2. GREBITUS, C., J. DUMORTIER (2015): Measuring effects of values and personality on demand through open-ended choice experiments. Agribusiness: An International Journal, doi: 10.1002/agr.21445.
  3. GREBITUS, C., ROOSEN, J., C. SEITZ (2015): Attention and Choice: A behavioral economics perspective on food decisions. Journal of Agricultural & Food Industrial Organization, Special Issue - The Behavioral and Neuroeconomics of Food and Brand Decisions, 13(1), 73-82.
  4. ROUSU, M., COLSON, G., CORRIGAN, J., GREBITUS, C., M. LOUREIRO (2015): Deception in Experiments: History, arguments for and against, and a ranking of harms. Agricultural Economic Perspectives and Policy, doi: 10.1093/aepp/ppv002.
  5. GREBITUS, C., STEINER, B., M. VEEMAN (2015): On the role of human values and trust when food is labeled for environmental footprints: Insights from Germany. Food Policy, 52, 84-91.
  6. GREBITUS, C., HARTMANN, M., N. REYNOLDS (2015): The relevance of attitudes, nationality and gender on weight reduction strategies – an international study on obesity. Obesity Facts. The European Journal of Obesity, 8, 77-86.
  7. QUI, Y., COLSON, G., C. GREBITUS (2014): Risk Preferences and Purchase of Energy-Efficient Technologies in the Residential Sector. Ecological Economics, 107, 216–229.
  8. GREBITUS, C., JENSEN, H.H., J. ROOSEN (2013): US and German consumer preferences for ground beef packaged under a modified atmosphere – Different regulations, different behaviour? Food Policy, 40, 109-118.
  9. GREBITUS, C., LUSK, J., R. NAYGA (2013): Explaining differences in real and hypothetical experimental auctions and choice experiments with personality. Journal of Economic Psychology, 36, 11–26. See web appendix here.
  10. GREBITUS, C., LUSK, J., R. NAYGA (2013): Effect of distance of transportation on willingness to pay for food. Ecological Economics, 88, 67–75.
  11. LANGEN, N., GREBITUS, C. AND M. HARTMANN (2013): Success factors of Cause-related Marketing in Germany. Agribusiness, 29(2), 207–227.
  12. GREBITUS, C., JENSEN, H.H., ROOSEN, J., J.G. SEBRANEK (2013): Fresh meat packaging: Consumer acceptance of modified atmosphere packaging including carbon monoxide. Journal of Food Protection, 76(1), 99-107.
  13. MUELLER LOOSE, S., PESCHEL, A., C. GREBITUS (2013): Effects of convenience and product packaging on consumer preferences and market share of seafood products: The case of oysters. Food Quality and Preference, 28(2), 492-504.
  14. GREBITUS, C., STEINER, B., M. VEEMAN (2013): Personal values and decision making: Evidence from environmental footprint labeling in Canada. American Journal of Agricultural Economics - Proceedings, 95(2), 397-403.
  15. GREBITUS, C., COLSON, G., L. MENAPACE (2012): A comparison of hypothetical survey rankings with consumer shopping behavior and product knowledge. Journal of Agricultural and Applied Economic, 44(1), 35-47.
  16. GREBITUS, C., YUE, C., BRUHN, M., H.H. JENSEN (2011): Perceived quality in organic and conventional pork markets in Germany. Food Economics, 8(4), 187-199.
  17. GREBITUS, C., MENAPACE, L., M. BRUHN (2011): Consumers’ use of seals of approval and origin information: Evidence from the German pork market. Agribusiness, 27(4), 478-492.
  18. GREBITUS, C., M. BRUHN (2011): A way to more effective marketing strategies: Analyzing dimensionality of cognitive structures quantitatively. SAGE Open, Aug. 2011, 1-11.
  19. HERZFELD, T., DRESCHER, L., C. GREBITUS (2011): Cross-national adoption of private food quality standards. Food Policy, 36(3), 401-411.
  20. LANGEN, N., GREBITUS, C. AND M. HARTMANN (2011): Is there need for more transparency and efficiency in cause-related marketing? International Journal on Food System Dynamics, 1 (4), 366-381.
  21. MENAPACE, L., COLSON, G., GREBITUS, C., M. FACENDOLA (2011): Consumers’ preferences for food products with geographical origin labels. European Review of Agricultural Economics, 38(2), 193-212.
  22. YUE, C., GREBITUS, C., BRUHN, M., H.H. JENSEN (2010): Marketing organic and conventional potatoes in Germany. The Journal of International Food and Agribusiness Marketing, 22(1 & 2), 164-178.
  23. DRESCHER, L., GREBITUS, C., T. HERZFELD (2009): Spread of retailer food quality standards: A transition countries perspective. Outlook on Agriculture, 38 (1), 15-22.
  24. GREBITUS, C. AND M. BRUHN (2008): Analyzing semantic networks of pork quality by means of concept mapping. Food Quality and Preference, 19(1), 86-96.
  25. BRUHN, M., C. GREBITUS (2007): Analyse des verbraucherorientierten Qualitätsurteils mittels assoziativer Verfahren am Beispiel von Schweinefleisch und Kartoffeln. German Journal of Agricultural Economics, 56(7), 305-314.


Books and Chapters in Books

  1. Langen, N., Grebitus, C. and Hartmann, M. (2009): Fair Trade and Donations: two possibilities to contribute to poverty alleviation in daily purchase decisions – Do consumers care? In: Klein, A. and Thoresen, V. (eds.): Making a Difference: Putting Consumer Citizenship into Action, Consumer Citizenship: Promoting New Responses, vol. 5, pp. 60-73.
  2. Grebitus, C., Menapace, L. and M. Bruhn (2009): What determines the use of brands and seals of approval as extrinsic quality cues in consumers’ pork purchase decision? In: Berg, E., Hartmann, M., Heckelei, T., Holm-Müller, K. and G. Schiefer: Risiken in der Agrar- und Ernährungswirtschaft und ihre Bewältigung. Schriften der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V., vol. 44, p. 171-182.
  3. Grebitus, C. (2008): Food quality from the consumer’s perspective: An empirical analysis of p erceived pork quality. Doctoral Thesis, Department of Agricultural Economics, Kiel University, Germany. Cuvillier Verlag, Goettingen, Germany.
  4. Grebitus, C., Yue, C., Bruhn, M. and H.H. Jensen (2007): Milk-Marketing: Impact of perceived quality on consumption patterns. In: Canavari M., Regazzi D. and R. Spadoni (eds.): International marketing and international trade of quality food products. Proceedings CD-ROM of the 105th Seminar of the European Association of Agricultural Economists, Bologna, 03/08-03/10, 2007. Avenue Media, Bologna, Italy, p. 215-232.
  5. Bruhn, M. and C. Grebitus (2007): Food quality from a consumer’s perspective. In: Theuvsen, L., Spiller, A., Peupert, M. and G. Jahn (eds.): Quality management in food chains. Wageningen Academic Publishers, Wageningen, The Netherlands, p. 243-254.
  6. Bruhn, M. and C. Grebitus (2006): Wahrnehmung und Nutzung von Qualitäts­indikatoren bei Schweinefleisch. In: Schriftenreihe der Agrar- und Ernährungs­wissen­schaftlichen Fakultät der Universität Kiel, vol. 108, p. 145-151.
  7. Grebitus, C. and M. Bruhn (2005): Food quality from a consumer’s point of view: Applying network analysis. In: Blogowski, A., Lagrange, L. and E. Valceschini (eds.): In the name of quality – What kind of quality, for which kind of demand(s)? Actes du Colloque SFER - Enita Clermont; Colloque international, p. 67-76.
  8. Bruhn, M., Grebitus, C. and A. Huemmelink (2005): Die Bedeutung kognitiver Strukturen im Rahmen des Qualitätsurteils der Verbraucher – am Beispiel von Schweinefleisch. In: Hagedorn, K., Nagel, U.J. and M. Odening (eds.): Umwelt- und Produktqualität im Agrarbereich. Schriften der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V., vol. 40, p. 91-100.

Guest Editor

  1. Hartman, M., Roosen, J. and C. Grebitus (forthcoming): The Economics of Food, Food Choice and Health. European Review of Agricultural Economics, doi:10.1093/erae/jbs026.
  2. Grebitus, C., Hartman, M., Piorkowsky, M.-B., Pakula, C. and R. Stamminger (2012): Special Conference Issue Consumer11: Consumer behaviour for a sustainable future. International Journal of Consumer Studies, vol. 36(2), p. 121–250.



  • Advanced Methods in Marketing Research
  • Advanced Marketing and Market Research
  • Quantitative Marketing Research Methods I & II
  • Agricultural and Food Marketing
  • Economics of Animal Breeding
  • Introductory Cost-management and Accounting
  • Models and Strategies in Agribusiness

Research Interests

Food & Agricultural Economics, Experimental Economics; Marketing and Consumer Behavior; Sustainability, Diet and Health, Food Technology


Spring 2016

Courses Taught This Semester
Course Number Course Title
AGB 100 Introduction to Agribusiness
AGB 420 Food Advertising and Promotion

Fall 2015

Courses Taught This Semester
Course Number Course Title
AGB 456 Food Prod Innovation and Dev

Spring 2015

Courses Taught This Semester
Course Number Course Title
AGB 420 Food Advertising and Promotion

Fall 2014

Courses Taught This Semester
Course Number Course Title
AGB 456 Food Prod Innovation and Dev

Spring 2014

Courses Taught This Semester
Course Number Course Title
AGB 420 Food Advertising and Promotion

Fall 2013

Courses Taught This Semester
Course Number Course Title
AGB 456 Food Prod Innovation and Dev

Spring 2013

Courses Taught This Semester
Course Number Course Title
AGB 420 Food Advertising and Promotion

Curriculum Vitae / Resume

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