The Institute presents itself >>

Our Mission Statement

The Institute for Marketing and Innovation at BOKU, the University of Natural Resources and Life Sciences, considers itself as a university partner for matters of marketing, consumer research and innovation management in the context of sustainability and bioeconomy

We focus on important future issues of sustainable economic development from the perspective of consumers as well as businesses. In particular, we research and teach on biogenic and innovative value chains in agriculture, forestry, wood and food industries.

This orientation with tradition and future makes us unique in terms of content in Austria’s university environment and one of the topic leaders in the European academic sphere.


Our Contribution

The research, teaching and third-mission initiatives of the Institute on these future topics contribute to the areas of expertise 4, 5, and 8 of BOKU.

Through its work, the Institute aims to contribute to the United Nations Sustainable Development Goals 9 (foster innovation), 12 (ensure sustainable consumption), and 13 (combat climate change).


Our focus topics

We research in 5 main topics on motives, decision processes and behaviors on individual (consumer) as well as company level (enterprise) in order to better understand (sustainable) consumption and acceptance of innovation. We consider aspects and actors along value chains as well as political environment that influence decisions and behavior. We have special expertise in products and services from the agriculture, forestry, timber and food industries.

1) Marketing strategies for agricultural and bio-based products

2) Sustainable Consumption

3) Economic consideration of renewable resources value chains

4) Sustainable innovation managment and entrpreneurship

5) Mangement of Disruptions


For more information on the Research Profile >> click here