Our Mission Statement

The Institute of Marketing and Innovation at BOKU, the University of Natural Resources and Life Sciences, Vienna, 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 Institute's research, teaching and Third Mission initiatives on these important future topics contribute to areas of competency 4, 5, and 8 of the University of Natural Resources and Life Sciences, Vienna.

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

Our Focus Areas

We conduct research in 5 key areas regarding motives, decision-making processes and behavior at the individual (consumers) and company (enterprises) level in order to better understand and promote sustainable consumption as well as sustainable innovation management and entrepreneurship. In doing so, we consider aspects and actors along value chains as well as framework conditions that influence decisions and behavior. We have special expertise in products and services from the agriculture, forestry, wood and food industries.

Click on the areas and find out more details.

Our Methods Toolbox

The breadth of our subject areas demands that we utilize a broad pool of methods. The institute combines a variety of quantitative and qualitative methods, as shown in the chart below. Members of the institute are international leaders in developing the Analytical Hierarchy Process (AHP) method and the formative construct measurement.

Quantitative methods

experimental designs


questionnaire-based surveys

life cycle analysis

measurement theory& scale development

value chain modeling

econometric models

structural equation models

Combined methods

analytical hierarchy process

discrete choice models

scenario and vision development


Qualitative methods

case study analysis

delphi method

focus groups

house of quality

means-end-chains analysis

in-depth interviews