Hans van Trijp
Professor of Marketing and Consumer Behaviour
Hans van Trijp is Professor of Marketing and Consumer Behaviour at Wageningen University, with 15 years of experience in the food industry. Educated in the fields of psychophysics and marketing he is one of the founders of the Vakgroep Sensory Science within MOA, together with late Pieter Punter.
His current work still touches on sensory, but much more in relation to consumer perception and behaviour. Much of his research is dedicated to how insights into consumer decision making processes can explain and guide people’s healthy and sustainable product choices to which he takes a social marketing approach.
He is the Academic Director of the Food & Agribusiness MBA programme which is a joint activity between the Universities of Tilburg and Wageningen.