Petra Riefler
Univ.Prof. Dr. Petra Riefler
Institute of Marketing and Innovation
Location Feistmantelstraße 4, 1180 Wien
Email petra.riefler@boku.ac.at
Tel: +43 1 47654-73511
ORCID: 0000-0001-9879-9962, opens in new window.
ResearcherId : AFS-4093-2022
Research Focus
Sustainable consumer behavior Food marketing International marketing Sufficiency Measurement Theory Scale development
Career
- 2022 Substitute Member of BOKU Senate
- 2022 Head of the Institute of Marketing & Innovation, BOKU
- 2019 - 2022 Member of the Senat, BOKU
- 2018 Full Professor of Marketing & Innovation
- 2018 T2S Doctoral School (BOKU), Associated Principal Investigator
- 2016 - 2017 Head of Program | Bachelor Business Consultancy | UAS Wiener Neustadt
- 2016 - 2017 Assistant Professor of International Marketing, University of Vienna
- 2016 - 2016 Habilitation (Venia Docendi) | University of Vienna Title: “The Role of Brand Globalness in Re-Localizing Consumer Markets” External Assessors: Dan Bello (Georgia State, US), Sabine Benoit (Roehampton, UK), and David Griffith (Lehigh, US)
- 2015 - 2020 Lecturer at the RWTH Aachen, Germany | PhD Seminar on Structure Equation Modelling
- 2014 - 2014 Fulbright Visiting Scholar| Kenan-Flagler Business School, University of North Carolina
- 2008 - 2009 Marketing Research Project Manager | marketmind, Vienna
- 2008 - 2008 PhD Management (with distinction) | University of Vienna Title: “Consumer Attitudes towards buying other countries’ products: Conceptual and Empirical Insights into Consumer Animosity, Consumer Affinity, and Consumer Cosmopolitanism”. External Assessors: Hartmut Holzmüller (TU Dortmund, GER) and George Balabanis (CASS Business School, UK)
- 2007 - 2007 Visiting Scholar | Cass Business School, City University | London
Awards
- Year: 2022 Awards: Hans B. Thorelli Award; awarded by the Journal of International Marketing for the most significant and long-term contribution to international marketing theory or practice
- Year: 2018 Awards: 2018 Emerald Literati Network, Outstanding Reviewer for International Marketing Review
- Year: 2016 Awards: Emerald Literati Network 2016 Awards for Excellence, Outstanding Reviewer for International Marketing Review
- Year: 2014 Awards: Anerkennungspreis des Bank Austria Preises zur Förderung innovativer Forschungsprojekte
- Year: 2014 Awards: Fulbright Scholarship awarded by the Austrian-American Educational Commission (AAEC)
- Year: 2013 Awards: Susan P. Douglas Award for the Best Conference Paper on International Marketing
- Year: 2012 Awards: BWL Handelsblatt-Ranking | Top-100 BWL ForscherInnen unter 40 Jahren im deutschsprachigen Raum
- Year: 2012 Awards: Emerald Outstanding Author Contribution Award
- Year: 2011 Awards: Highly commended winner of the 2010 Emerald/EFMD Outstanding Doctoral Research Awards (category: Marketing Research)
- Year: 2010 Awards: Best Paper Award, Global Brand Management Conference, Istanbul
- Year: 2008 Awards: Emerald Outstanding Paper Award, International Marketing Review
Projects
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Publications
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Knowledge Transfer to Society
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Media
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Presentations
Year: 2024 - Presentation of the results "Transnational consumer survey on circular economy and cradle to cradle" (Talk)
Autoren: Hellmayr, R; Falkenberg, C; Garaus, C; Riefler, P
Event: Transnational consumer survey on circular economy and cradle to cradle
Period: 05.03.2024 - 05.03.2024 | Location: BOKU - Dept. für Lebensmittelwissenschaften und -technologie, Wien | Organizer:
Institut für Marketing & InnovationYear: 2024 - Konsumabsicht von Kultiviertem Fleisch in Österreich (Talk)
Autoren: Mark, S; Riefler, P
Event: 34. Jahrestagung der Österreichischen Gesellschaft für Agrarökonomie (ÖGA) 2024
Period: 19.09.2024 - 20.09.2024 | Location: BOKU - Universität für Bodenkultur, Wien | Organizer:
Österreichische Gesellschaft für AgrarökonomieYear: 2024 - What to gain and what to lose: The effect of expected consequences of a consumption-reduced lifestyle on individuals’ willingness to reduce via basic psychological need (dis-)satisfaction (Talk)
Autoren: Flachs, S; Baar, C; Riefler, P; Büttner, O B
Event: Green Choice and Sustainable Consumption
Period: 13.04.2024 - 14.04.2024 | Location: Innsbruck, Austria | Organizer:
IMC, Universität InnsbruckYear: 2024 - What to gain and what to lose: The effect of expected consequences of a consumption-reduced lifestyle on individuals’ willingness to reduce via basic psychological need (dis-)satisfaction (Lecture)
Autoren: Flachs, S; Baar, C; Riefler, P; Büttner, O B
Event: International Workshop Economic and Consumer Psychology 2024
Period: 14.03.2024 - 15.03.2024 | Location: Tilburg | Organizer:
Tilburg UniversityYear: 2024 - When are losses convincing? The effect of two-sided communication regarding expected gains and losses of a consumption-reduced lifestyle on individuals’ willingness to reduce consumption (Talk)
Autoren: Flachs, S; Baar, C; Riefler, P; Büttner, O B
Event: Research Seminar IHS
Period: 26.06.2024 - 26.06.2024 | Location: Vienna, Austria | Location: Josefstädter Straße 39, 1080 Wien, Österreich | Organizer:
Institut für Höhere StudienYear: 2024 - Podiumsdiskussion (Talk)
Autoren: Riefler, P
Event: Consumer Dialogue Austria. Verbraucher:innen im Zentrum des digitalen und grünen Wandels
Period: 27.02.2024 - 27.02.2024 | Location: Wien | Organizer:
Federal Ministry of Social Affairs, Health, Care and Consumer ProtectionYear: 2024 - Reducing Meat Consumption: How Information and Emotion Drive Dietary Change (Talk)
Autoren: Kwasny, T; Marth, S; Hartl, B; Riefler, P
Event: 15th Alps-Adria Psychology Conference 2024
Period: 11.09.2024 - 13.09.2024 | Location: Klagenfurt am Wörthersee, Österreich | Organizer:
University of KlagenfurtYear: 2023 - Relating Meat Consumption to Environmental Harm: Cognitive Dissonance to Reduce Meat Consumption (Talk)
Autoren: Kwasny, T., Marth, S., & Riefler, P.
Event: European Roundtable on Sustainable Consumption and Production
Year: 2023 - Wo darfs ein bisserl weniger sein? Ergebnisse der Befragung zu Suffizienz-Handlungsoptionen und Verantwortungsübertragung für Klima-Handlungen. (Talk)
Autoren: Baar, C; Riefler, P
Event: Featuring Futures Conference
Period: 31.05.2023 | Location: Wien, Österreich
Year: 2023 - Effectiveness of "Look-smell-taste" labels for consumers' food waste reduction (Talk)
Autoren: Wallnoefer, LM; Riefler, P; Meixner; O
Event: 33rd annual conference of the Austrian Society of Agricultural Economics
Period: 28.09.2023 - 29.09.2023 | Location: Vienna, AUSTRIA
Year: 2023 - Gains and losses associated with consumption reduction: A consumer perpective (Talk)
Autoren: Riefler, P; Baar, C; Buettner, O; Flachs, S
Event: SCORAI-SCP-WUR Conference
Period: 05.07.2023 - 08.07.2023 | Location: Wageningen, NETHERLANDS
Year: 2023 - More or less. Consumers' expectations about gains and losses resulting from consumption reduction. (Talk)
Autoren: Riefler, P; Baar, C; Buettner, O; Flachs, S
Event: International Conference on Environmental Psychology 2023
Period: 20.06.2023 - 23.06.2023 | Location: Aarhus, DENMARK | Location: Aarhus | Location: Plymouth, UK
Year: 2022 - H. Thorelli Award, Paper Presentation (Talk)
Autoren: Bartsch Fabian, Riefler Petra, Diamantopoulos Adamantios
Event: AMA Summer Conference 2022
Period: 01.08.2022 | Location: Chicago, USA
Year: 2022 - Consumer Sufficiency as a Pathway to Climate Change Mitigation Understanding the Effectiveness of Gain-Frames to Foster Consumption Reduction (Poster)
Autoren: Riefler, P; Büttner, O; Baar, C.
Event: 22. Österreichischer Klimatag 2022 - Pushing boundaries: Wissenschaft, Kunst, Klima
Period: 20.04.2022 - 22.04.2022 | Location: Vienna, Austria | Location: Vienna, Austria | Organizer:
Universität für angewandte Kunst Wien & TU Wien | Organizer: Climate Change Center Austria (CCCA)Year: 2022 - Sufficiency Gains: Welche Gewinne und welche Kosten erwarten Menschen durch eine Konsummäßigung? (Talk)
Autoren: Riefler, Petra; Büttner, Oliver; Baar, Charlotte; Flachs, Saskia
Event: 5. Symposium Konsum Neu Denken 2022 - Haben wir genug? Suffizienz und Mäßigung des Konsums als Weg in eine nachhaltigere Zukunft
Period: 22.09.2022 - 23.09.2022 | Location: Vienna, Austria
Year: 2022 - Integrating perspectives on concepts and contexts of individual-level environmental sustainability - review, thematic synthesis, and taxonomy (Talk)
Autoren: Wallnöfer, L; Riefler, P
Event: ETH Zürich - Transdisciplinary Lab Brown Bag Meetings
Period: 23.02.2022 | Location: Zürich, Switzerland
Year: 2022 - Dialogwerkstatt „Besser Essen“ (Talk)
Autoren: Riefler, P.
Event: Konsumdialoge 2022
Period: 13.05.2021 | Location: Hallein, Austria
Year: 2022 - Verbraucher:innenverständnis verschiedener Formen der Darstellung des MHDs (Talk)
Autoren: Riefler, Petra
Event: Stakeholderworkshop "Lebensmittel sind kostbar"
Period: 23.11.2022 | Location: Vienna, Austria
Year: 2022 - „Nahrung: Die Rolle der vierten Macht“ (Talk)
Autoren: Riefler, P.
Event: Konsumdialoge 2022
Period: 13.05.2021 | Location: Hallein, Austria
Year: 2021 - Concepts assessing individual-level environmental sustainability: An integrative review and taxonomy (Talk)
Autoren: Wallnöfer, L; Riefler, P
Event: International Conference on Environmental Psychology ICEP 2021
Period: 05.10.2021 - 08.10.2021 | Location: Siracusa, Italy
Year: 2021 - Concepts describing and assessing individuals’ environmental sustainability: An integrative review and taxonomy (Talk)
Autoren: Wallnöfer, L; Riefler, P
Event: 20th European Roundtable on Sustainable Consumption and Production (ERSCP)
Period: 08.09.2021 - 10.09.2021 | Location: Graz, Austria
Year: 2021 - Factors affecting fruit and vegetable consumer behaviour among adults in sub-Saharan Africa: A rapid review (Poster)
Autoren: Stadlmayr, B; Trübswasser, U; McMullin, S; Karanja, A; Wurzinger, M; Hundscheid, L; Riefler, P; Brouwer, ID; Sommer, I;
Event: 6th Annual Agriculture, Nutrition and Health (ANH) Academy Week 21 June - Thursday 1 July 2021
Period: 21.06.2021 - 01.07.2021 | Location: Online
Year: 2021 - "Weniger Konsum für Umwelt und Klima: Wird sich unser Konsumverhalten durch die Corona-Pandemie langfristig verändern?" (Talk)
Autoren: Riefler, P.
Event: Mut zur Nachhaltigkeit
Period: 21.01.2021 | Location: Vienna, Austria | Location: Online | Location: Vienna, Austria
Year: 2021 - Consumers ethnocentrism as a constant driver for regional food consumption - An analysis of the relative importance of regional food consumption motives before and during the COVID-19 Pandemic. (Talk)
Autoren: Riefler, P; Wallnöfer, L
Event: 15th International European Forum Igls-Forum* 177th EAAE Seminar on System Dynamics and Innovation in Food Networks 2021
Period: 22.02.2021 - 26.02.2021 | Location: Garmisch-Partenkirchen, Germany
Year: 2020 - Standortsicherung als Motiv für regionalen Lebensmittelkonsum (Talk)
Autoren: Riefler, P; Wallnöfer, L
Event: 30. Jahrestagung der Österreichischen Gesellschaft für Agrarökonomie ÖGA 2020
Period: 17.09.2020 | Location: Online | Location: Vienna, Austria
Year: 2020 - Die Wahrnehmung heimischer Lebensmittel (Talk)
Autoren: Riefler
Event: Pressekonferenz gemeinsam mit Österreichischen Hagelversicherung und BML
Period: 01.07.2020 | Location: Vienna, Austria
Year: 2018 - Panel session “Successful Careers in European Academia: A female perspective with insights for all academics” (Talk)
Autoren: Riefler Petra
Event: EMAC (European Marketing Academy Conference)
Period: 01.05.2018 | Location: Glasgow, Scotland, UK
Year: 2016 - The East and the West: the fading shine of brand globalness and the trend towards brand authenticity (Talk)
Autoren: Riefler, P., Katholnig, S.
Event: 7th EMAC Regional Conference 2016
Period: 14.09.2016 - 16.09.2016 | Location: Sarajevo, Bosnia-Herzegovina
Year: 2016 - Re-Localizing consumer markets: Potential strategies for global players (Poster)
Autoren: Riefler, P.
Event: Global Marketing Conference
Period: 20.07.2016 - 23.07.2016 | Location: Hong Kong, PR China
Year: 2015 - Combining Globalness and Authenticity: How Global Brands Benefit From Authentic Brand Stories (Talk)
Autoren: Riefler, P
Event: 44th European Marketing Academy Conference 2015
Period: 26.05.2015 - 29.05.2015 | Location: Leuven, Belgium
Year: 2014 - Present your brand’s authentic side. Consumers will dig deeper into their pockets (Talk)
Autoren: Riefler, P; Zwinger, J
Event: French-Austrian-German Workshop on Consumer Behavior
Period: 01.04.2014 | Location: Paris, France
Year: 2014 - Country-of-Origin Effects for Service Providers (Talk)
Autoren: Diamantopoulos, A; Riefler, P; Frigo, P
Event: AMA SERVSIG Conference
Period: 13.06.2014 - 15.06.2014 | Location: Thessaloniki, Greece
Year: 2014 - Present your brand’s authentic side. Consumers will dig deeper into their pockets (Talk)
Autoren: Riefler, P. & Zwinger, J.
Event: 43th European Marketing Academy Conference 2014
Period: 29.05.2014 - 31.05.2014 | Location: Valencia, Spain
Year: 2013 - Making Memories Manageable (Talk)
Autoren: Herz, M; Riefler, P
Event: 4th EMAC Regional Conference 2013
Period: 26.09.2013 - 27.09.2013 | Location: St. Petersburg, Russian Federation
Year: 2013 - Trying to be global and authentic: A promising strategy? (Talk)
Autoren: Riefler, P
Event: 2nd Brand Camp
Period: 27.01.2013 - 29.01.2013 | Location: Obergurgl, Austria
Year: 2013 - Consumer Cosmopolitanism: Using the C-COSMO Scale to Predict Product Ownership (Talk)
Autoren: Diamantopoulos, A; Riefler, P
Event: Special Session on Emerging Issues in Global Marketing, AMA Winter Marketing Educators' Conference
Period: 15.02.2013 - 17.02.2013 | Location: Las Vegas, NV, USA
Year: 2013 - Local or Global Warming? Cosmopolitan Orientation and Environmental Behavior (Talk)
Autoren: Riefler, P; Grinstein, A
Event: 42th European Marketing Academy Conference 2013
Period: 04.06.2013 - 07.06.2013 | Location: Istanbul, Turkey
Year: 2013 - Making Memories Manageable (Talk)
Autoren: Herz, M, & Riefler, P.
Event: 4th EMAC Regional Conference 2013
Period: 26.09.2013 - 27.09.2013 | Location: St. Petersburg, Russian Federation
Year: 2010 - Globalization attitude, global consumption orientation and global brand preferences (Talk)
Autoren: Riefler, P
Event: Global Brand Management Conference
Period: 20.06.2010 - 22.06.2010 | Location: Istanbul, Turkey
Year: 2010 - Evaluations, attitudes, and purchase intentions of global brands with domestic or foreign origins: The impact of globalization attitude and global consumption orientation (Talk)
Autoren: Diamantopoulos, A; Riefler, P
Event: Consortium of International Marketing Research (CIMar) Conference
Period: 26.05.2010 - 28.05.2010 | Location: Oslo, Norway
Year: 2010 - Using formative measures in theoretical models: A cautionary tale (Talk)
Autoren: Diamantopoulos, A; Riefler, P
Event: 4th German-French-Austrian Conference on Quantitative Marketing 2010
Period: 16.09.2010 - 18.09.2010 | Location: Vienna, Austria
Year: 2010 - Globalization attitude, global consumption orientation and global brand perceptions: An empirical study (Talk)
Autoren: Diamantopoulos, A; Riefler, P
Event: 1st EMAC Regional Conference
Period: 24.09.2010 - 25.09.2010 | Location: Budapest, Hungary
Year: 2007 - Consumer cosmopolitanism: Scale development and validation (Talk)
Autoren: Diamantopoulos, A; Riefler, P
Event: 36th European Marketing Academy Conference 2007
Period: 22.05.2007 - 25.05.2007 | Location: Reykjavik, Iceland
Year: 2006 - Consumer cosmopolitanism: An in-depth investigation of the CYMYC scale (Talk)
Autoren: Diamantopoulos, A; Riefler, P
Event: 35th European Marketing Academy Conference 2006
Period: 23.05.2006 - 26.05.2006 | Location: Athens, Greece
Year: 2005 - The impact of consumer cosmopolitanism and consumer affinity on foreign product judgment and intention to buy (Talk)
Autoren: Riefler, P
Event: EMAC Doctoral Colloquium
Period: 22.05.2005 - 24.05.2005 | Location: Milan, Italy
Year: 2005 - Consumer animosity: A literature overview and a reconsideration of its measurement (Talk)
Autoren: Diamantopoulos, A; Riefler, P
Event: 3rd Workshop on International Strategy and Cross-Cultural Management 2005
Period: 29.09.2005 - 30.09.2005 | Location: Vienna, Austria
Supervised Theses
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