W. P. Carey School of Business
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Carola Grebitus

Assistant Professor
Morrison School of Agribusiness

Office:SANTN 235F
Mailing Address:
Main Campus
PO BOX 871780
Tempe, AZ 85287-1780

Phone: 480-727-4098
Fax: (480)-727-1961
Email: Carola.Grebitus@asu.edu
Carola Grebitus

View Vita

Job Title(s)
Assistant Professor

Ph.D., Kiel University, Germany, 2007; M.S., Kiel University, Germany, 2002; B.S., Kiel University, Germany, 2001.

Research Areas
Agricultural and Experimental Economics; Marketing and Consumer Behavior; Market research; Sustainability; Diet and Health; Food Safety and Technology.

Recent Consulting (Grants)
2013 – 2014 Self-Regulated Learning for Sustainable Product Evaluation. Granted by CTI Scholarship Support & Enhancement Grant Program, as Co-PI with Rod Roscoe, Arizona State University (PI). ($14,000).
2012 – 2013 Solutions to increase the consumer interest and valuation for sustainable products in markets. Henkel Consumer Goods Inc., as PI, Project No. 13054246 ($25,000).
2012 – 2013 Choose Healthy Arizona – Analyzing Drivers of Consumers’ Food Choices. Granted by CTI Scholarship Support & Enhancement Grant Program, as PI. ($10,000).
2012 – 2013 Understanding Consumer Behavior in the Clean Energy Industry in Arizona. Granted by CTI Scholarship Support & Enhancement Grant Program, as Co-PI with Yueming Qui, Arizona State University. ($10,000).
2012 – 2013 Meeting European consumers’ demand for Canadian beef: Analysis of Canadian beef from a European perspective – the role of country-of-origin labelling. Granted by the Consumer and Market Demand (CMD) Network, as principal investigator (PI), with Gregory Colson, University of Georgia, and Co-PI Wuyang Hu, University of Kentucky. Sub-grant Number: CMD-560 (C$ 66,000).
2010 – 2012 Network on the Economics of Food Choice and Health. Granted by the German Research Foundation, as PI, Project No. 50170047 (EUR 114,450).
2010 – 2012 Consumers’ food choice regarding environmentally sustainable attributes: Comparing Canadian and German perception, attitudes, values, preferences and willingness to pay for carbon and water footprints. Granted by the CMD Network, as PI, with Co-PIs Bodo Steiner, University College Cork, Ireland, Michele Veeman, University of Alberta, Canada. Sub-grant Number: CMD-548 (C$ 60,000).

Current Projects
Analyzing attribute non-attendance based on involvement; Explaining attribute cut-off levels in choice experiments; Effects of peers on food choice when calorie labeling is present; Meeting European consumers’ demand for Canadian beef; Self-Regulated learning for sustainable product evaluation.

Academic Positions Held
Arizona State University: 2012-present; Bonn University, Germany: 2008-2012.

Career and Recent Professional Awards; Teaching Awards
Sylvia Lane Mentorship Fund, awarded by the AAEA Trust in 2011; Annual award ‘Goldener Zuckerhut’ for junior-professionals showing outstanding success in Germany’s food economy awarded by the Foundation ‘Goldener Zuckerhut’ in 2006; Annual award for the article “Healthy Diet” at the 7th Lower-Saxony Junior Media Awards awarded by the Media Association Lower-Saxony in 1996.

Professional Leadership
Member at Large, AAEA Food Safety and Nutrition Section, 2013-present; Topic Leader for the 2013 and 2014 AAEA Meeting; Leader of the Network on the Economics of Food Choice and Health, funded by the German Research Foundation, 2010-2012; Guest Editor International Journal of Consumer Studies, vol. 36(2), 121–250, 2012; European Review of Agricultural Economics, vol. 39(5), 741-877, 2012.

Representative Publications

GREBITUS, C., LUSK, J., R. NAYGA: Explaining differences in real and hypothetical experimental auctions and choice experiments with personality. Journal of Economic Psychology, 36, 11–26, 2013.

GREBITUS, C., LUSK, J., R. NAYGA: Effect of distance of transportation on willingness to pay for food. Ecological Economics, 88, 67–75, 2013.

GREBITUS, C., JENSEN, H.H., J. ROOSEN: US and German consumer preferences for ground beef packaged under a modified atmosphere – Different regulations, different behaviour? Food Policy, 40, 109-118, 2013.

GREBITUS, C., JENSEN, H.H., ROOSEN, J., J.G. SEBRANEK: Fresh meat packaging: Consumer acceptance of modified atmosphere packaging including carbon monoxide. Journal of Food Protection, 76(1), 99-107, 2013.

MUELLER LOOSE, S., PESCHEL, A., C. GREBITUS: 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, 2013.

GREBITUS, C., STEINER, B., M. VEEMAN: Personal values and decision making: Evidence from environmental footprint labeling in Canada. American Journal of Agricultural Economics - Proceedings, 95(2), 397-403, 2013.

MENAPACE, L., COLSON, G., GREBITUS, C., M. FACENDOLA: Consumers’ preferences for food products with geographical origin labels. European Review of Agricultural Economics, 38(2), 193-212, 2011.

GREBITUS, C. AND M. BRUHN: Analyzing semantic networks of pork quality by means of concept mapping. Food Quality and Preference, 19(1), 86-96, 2008.

ASU is a tier 1 research university and W. P. Carey is proud of its strong tradition of teaching and classroom excellence. Our students directly benefit from the research and theories our faculty brings into the classroom. Below is a list of courses being taught during the current semester by this faculty member. Click a course to view it in the ASU course catalog.

AGB 420 - Food Advertising and Promotion
Focuses on advertising and promotional strategies in the food industry, with emphasis on consumer packaged goods.

W. P. Carey School of Business

400 E. Lemon St.
Tempe, AZ 85287