Welcome to the Department of Marketing and Management of Biogenic Resources

Prof. Dr. Klaus Menrad and his team welcome you to the website of the Department of Marketing and Management of Biogenic Resources at the Weihenstephan-Triesdorf University of Applied Sciences.

For more than 10 years the working group of Prof. Dr. Klaus Menrad has been engaged in consumer and market research in the fields of renewable resources, renewable energies, horticulture, agriculture and food. The object of research is, for example, the use of renewable raw materials, the products obtained from them and their marketing. With a total of more than 15 scientific employees, the working group researches attitudes, experiences, knowledge, acceptance of products or applications from the fields of the green industry. Various social science quantitative (e.g. (online) surveys, auctions) and qualitative survey methods such as group discussions, expert discussions or eye-tracking are applied.