Our Mission Statement

The Institute of Marketing and Innovation at BOKU, the University of Natural Resources and Life Sciences, sees itself as an academic partner for questions regarding marketing, consumer research and innovation management in the context of sustainability and bioeconomy.

We focus on the important questions regarding the future of sustainable economic development from the perspective of consumers and companies. In particular, we research and teach on biogenic and innovative value chains in agriculture, forestry, the wood and food industry.

This orientation along both tradition and future makes us unique in the Austrian university landscape and enables our thematic leadership in the European Higher Education Area.

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.

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 research in 4 focus areas regarding motives, decision-making processes and behavior at the individual (consumers) and organizational level (companies) in order to better understand (sustainable) consumption and the acceptance of innovation. In doing so, we consider the aspects and actors along value chains as well as the political conditions that influence decisions and behavior. We have particular expertise with products and services from agriculture, forestry, the wood industry and the food industry.

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.