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Carola Grebitus

Carola Grebitus

Assistant Professor, Morrison School of Agribusiness and Resource Management, W. P. Carey School of Business


Morrison School of Agribusiness
Arizona State University, Polytechnic campus
7231 E Sonoran Arroyo Mall
Mesa, AZ 85212


  • Senior Global Futures Scholar, Julie Ann Wrigley Global Futures Laboratory
  • Assistant Professor, Morrison School of Agribusiness and Resource Management, W. P. Carey School of Business


Carola Grebitus is an assistant professor of Food Industry Management at the W. P. Carey School of Business at Arizona State University. Dr. Grebitus’ research is focused on modeling consumers’ food choices in general, and consumers’ decision strategies in particular. 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, urban agriculture, and sustainable (food) products; willingness to pay for new technologies; and the influence of food labeling on purchase decisions. Furthermore, she investigates the role of social networks on healthy food choices and adoption of genomics. Also, she has conducted research using retail surveys regarding consumers’ use of quality certification and country-of-origin information. In her research Dr. Grebitus applies a variety of methods ranging from auctions and choice experiments to eye tracking and taste tests. At ASU, Dr. Grebitus teaches courses in “Food Product Innovation and Development” and “Food Promotion and Advertising”, with heavy emphasis on food retail.  


  • PhD, Agricultural Economics, Kiel University, 2007
  • MS, Food Economics, Food and Household Science, Kiel University, 2002
  • University-entrance diploma, Gymnasium Mellendorf, 1998


Journal Articles


Colson, G. and C. Grebitus. 2017. Relationship between children's BMI and parents' preferences for kids' yogurts with and without front of package health signals. Agribusiness 33(2):151-159. DOI: 10.1002/agr.21487. (link )

Dumortier, J., K. S. Evans, C. Grebitus and P. A. Martin. 2017. The influence of trust and attitudes on the purchase frequency of organic produce. Journal of International Food & Agribusiness Marketing 29(1):46-69. DOI: 10.1080/08974438.2016.1266565. (link )

Grebitus, C., I. Printezis and A. Printezis. 2017. Relationship between consumer behavior and success of urban agriculture. Ecological Economics 136(Jun):189-200. DOI: 10.1016/j.ecolecon.2017.02.010. (link )

Lewis, K. E., C. Grebitus, G. Colson and W. Hu. 2017. German and British consumer willingness to pay for beef labeled with food safety attributes. Journal of Agricultural Economics 68(2):451-470. DOI: 10.1111/1477-9552.12187. (link )

Steiner, B. E., A. O. Peschel and C. Grebitus. 2017. Multi-product category choices labeled for ecological footprints: Exploring psychographics and evolved psychological biases for characterizing latent consumer classes. Ecological Economics 140(Oct):251-264. DOI: 10.1016/j.ecolecon.2017.05.009. (link )


Colson, G., J. R. Corrigan, C. Grebitus, M. L. Loureiro and M. C. Rousu. 2016. Which deceptive practices, if any, should be allowed in experimental economics research? Results from surveys of applied experimental economists and students. American Journal of Agricultural Economics 98(2):610-621. DOI: 10.1093/ajae/aav067. (link )

Grebitus, C. and J. Dumortier. 2016. Effects of values and personality on demand for organic produce. Agribusiness 32(2):189-202. DOI: 10.1002/agr.21445. (link )

Grebitus, C., H. H. Jensen, J. Roosen and J. G. Sebranek. 2016. Does the packaging make the product? Identifying consumers' preference for "natural" in packaging. AgBioForum 18(3):337-344. (link )

Grebitus, C., B. Steiner and M. M. Veeman. 2016. Paying for sustainability: A cross-cultural analysis of consumers’ valuations of food and non-food products labeled for carbon and water footprints. Journal of Behavioral and Experimental Economics 63(Aug):50-58. DOI: 10.1016/j.socec.2016.05.003. (link )

Lewis, K. E. and C. Grebitus. 2016. Why U.S. consumers support country of origin labeling: Examining the impact of ethnocentrism and food safety. Journal of International Food & Agricultural Marketing 28(3):254-270. DOI: 10.1080/08974438.2015.1110548. (link )

Lewis, K. E., C. Grebitus and R. M. Nayga, Jr. 2016. The impact of brand and attention on consumers' willingness to pay: Evidence from an eye tracking experiment. Canadian Journal of Agricultural Economics 64(4):753-777. DOI: 10.1111/cjag.12118. (link )

Lewis, K. E., C. Grebitus and R. M. Nayga, Jr. 2016. The Importance of taste in experimental auctions: Consumers’ valuation of calorie and sweetener labeling of soft drinks. Agricultural Economics 47(1):47-57. DOI: 10.1111/agec.12208. (link )

Lewis, K. E., C. Grebitus and R. M. Nayga, Jr. 2016. U.S. consumers’ preferences for imported and genetically modified sugar: Examining policy consequentiality in a choice experiment. Journal of Behavioral and Experimental Economics 65(Dec):1-8. DOI: 10.1016/j.socec.2016.10.001. (link )

Peschel, A. O., C. Grebitus, G. Colson and W. Hu. 2016. Explaining the use of attribute cut-off values on decision making by means of involvement. Journal of Behavioral and Experimental Economics 65(Dec):58-66. DOI: 10.1016/j.socec.2016.08.007. (link )

Peschel, A. O., C. Grebitus, B. Steiner and M. Veeman. 2016. How does consumer knowledge affect environmentally sustainable choices? Evidence from a cross-country latent class analysis of food labels. Appetite 106(Nov):78-91. DOI: 10.1016/j.appet.2016.02.162. (link )

Roscoe, R. D., C. Grebitus, J. O'Brian, A. C. Johnson and I. Kula. 2016. Online information search and decision making: Effects of web search stance. Computers in Human Behavior 56(Mar):103-118. DOI: 10.1016/j.chb.2015.11.028. (link )


Grebitus, C., M. Hartmann and N. Reynolds. 2015. Global obesity study on drivers for weight reduction strategies. Obesity Facts 8(1):77-86. DOI: 10.1159/000373905. (link )

Grebitus, C., J. Roosen and C. C. Seitz. 2015. Visual attention and choice: A behavioral economics perspective on food decisions. Journal of Agricultural & Food Industrial Organization 13(1):73-81. DOI: 10.1515/jafio-2015-0017. (link )

Grebitus, C., B. Steiner and M. Veeman. 2015. On the role of human values and generalized trust on stated preferences when food is labeled for environmental footprints: Insights from Germany. Food Policy 52(Apr):84-91. DOI: 10.1016/j.foodpol.2014.06.011. (link )

Rousu, M. C., G. Colson, J. R. Corrigan, C. Grebitus and M. L. Loureiro. 2015. Deception in experiments: Towards guidelines on use in applied economics research. Applied Economic Perspectives and Policy 37(3):524-536. DOI: 10.1093/aepp/ppv002. (link )


Qiu, Y., G. Colson and C. Grebitus. 2014. Risk preferences and purchase of energy-efficient technologies in the residential sector. Ecological Economics 107:216-229. DOI: 10.1016/j.ecolecon.2014.09.002. (link )


Grebitus, C., H. H. Jensen and 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. DOI: 10.1016/j.foodpol.2013.02.005. (link )

Grebitus, C., H. H. Jensen, J. Roosen and J. G. Sebranek. 2013. Fresh meat packaging: Consumer acceptance of modified atmosphere packaging including carbon monoxide. Journal of Food Protection 76(1):99-107. DOI: 10.4315/0362-028X.JFP-12-045. (link )

Grebitus, C., J. L. Lusk and R. M. Nayga, Jr. 2013. Effect of distance of transportation on willingness to pay for food. Ecological Economics 88:67-75. DOI: 10.1016/j.ecolecon.2013.01.006. (link )

Grebitus, C., J. L. Lusk and R. M. Nayga, Jr. 2013. Explaining differences in real and hypothetical experimental auctions and choice experiments with personality. Journal of Economic Psychology 36:11-26. DOI: 10.1016/j.joep.2013.02.004. (link )

Grebitus, C., B. Steiner and M. Veeman. 2013. Personal values and decision making: Evidence from environmental footprint labeling in Canada. American Journal of Agricultural Economics 95(2):397-403. DOI: 10.1093/ajae/aas109. (link )

Langen, N., C. Grebitus and M. Hartmann. 2013. Success factors of cause-related marketing in Germany. Agribusiness 29(2):207-227. DOI: 10.1002/agr.21331. (link )

Mueller Loose, S., A. Peschel and C. Grebitus. 2013. Quantifying 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. DOI: 10.1016/j.foodqual.2012.11.004. (link )


Grebitus, C., G. Colson and L. Menapace. 2012. A comparison of hypothetical survey rankings with consumer shopping behavior. Journal of Agricultural and Applied Economics 44(1):35-47. (link )


Grebitus, C. and M. Bruhn. 2011. A way to more effective marketing strategies. SAGE Open 1(2):1-11. DOI: 10.1177/2158244011418380. (link )

Grebitus, C., L. Menapace and M. Bruhn. 2011. Consumers' use of seals of approval and origin information: evidence from the German pork market. Agribusiness 27(4):478-492. DOI: 10.1002/agr.20278. (link )

Grebitus, C., C. Yue, M. Bruhn and H. H. Jensen. 2011. Perceived quality in organic and conventional pork markets in Germany. Acta Agriculturae Scandinavica, Section C -- Food Economics 8(4):187-199. DOI: 10.1080/16507541.2012.678581. (link )

Menapace, L., G. Colson, C. Grebitus and M. Facendola. 2011. Consumers’ preferences for geographical origin labels: Evidence from the Canadian olive oil market. European Review of Agricutural Economics 38(2):193-212. DOI: 10.1093/erae/jbq051. (link )


Herzfeld, T., L. S. Drescher and C. Grebitus. 2010. Cross-national adoption of private food quality standards. Food Policy 36(3):401-411. DOI: 10.1016/j.foodpol.2011.03.006. (link )

Langen, N., C. Grebitus and M. Hartmann. 2010. Is there need for more transparency and efficiency in cause-related marketing?. Journal of Food System Dynamics 1(4):366‐381. DOI: 10.18461/ijfsd.v1i4.148 . (link )

Yue, C., C. Grebitus, M. Bruhn and H. H. Jensen. 2010. Marketing organic and conventional potatoes in Germany. Journal of International Food & Agribusiness Marketing 22(1-2):164-178. DOI: 10.1080/08974430903373060. (link )


Drescher, L. S., C. Grebitus and T. Herzfeld. 2009. Spread of retailer food quality standards: A transition countries perspective. Outlook on Agriculture 38(1):15-21. DOI: 10.5367/000000009787762752. (link )


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. DOI: 10.1016/j.foodqual.2007.07.007. (link )


Bruhn, M. and C. Grebitus. 2007. Analyse des verbraucherorientierten Qualitätsurteils mittels assoziativer Verfahren am Beispiel von Schweinefleisch und Kartoffeln. German Journal of Agricultural Ecnomics 58(7):308-314. (link )