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Academic Projects

Own research

Urban greenery: Measuring the perception and effects on consumer behaviour

Research focus dissertation urban greenery
Research focus
Urban greenery should be seen as an investment with a direct economic impact.
Confirmatory factor analysis of the development of the scale to measure urban greenery
Scale development
The confirmatory factor analysis of the 3rd study confirms the four-item scale.
Four visualisations of an urban square with different levels of urban greenery.
Application of the scale
Analysis of the effects on consumer behaviour
Structural equation model of the effects of urban greenery on consumer behaviour.
Application of the scale
Structural equation model
Effects of different urban greenery on consumer behaviour.
Application of the scale
Effects of different urban greenery.
Confirmation of the hypotheses on the effects of urban greenery on consumer behaviour.
Application of the scale
Confirmation of the hypotheses on the effects of urban greenery on consumer behaviour.
Practical Implications
Urban greenery leads to more frequency and increased consumption.

Cooperative Research

Measures to increase the attractiveness of an urban market.
Market research in public spaces
Evaluation of measures to increase the attractiveness of an urban market from the perspective of consumers

(Image: Google Earth, 2021)

Exploring External Effects of Unmanned Retail Outlets in Rural Areas
Market research in public spaces
Evaluation of the social impact of staffless grocery stores on village communities.

(Image: Exemplary illustration of A1 mobile data, 2022)

AI robots in retail vs. sustainable consumption
Trend research
Evaluation of international trends and their impact on Austrian consumers.

(Images: AI-generated, 2024)

Unethical behaviour by consumers
Market research in retail
Unethical behaviour by consumers

(Image: AI-generated, 2024)