I am a Professor of Economics at the School of Economics and Business, Norwegian University of Life Sciences (NMBU), and an associated researcher at Consumption Research Norway (SIFO), OsloMet. I am currently Vice Dean of Research at the School of Economics and Business, NMBU.
My research focuses on consumers—their behavior, attitudes, preferences, and challenges—in the food, electricity, and transport sectors. A central theme in my work is how digitalization and green transformation shape consumer choices and market outcomes. My research interests include consumer behavior, sustainable consumption, food markets, and the energy and transport transition, with particular emphasis on willingness to pay, social acceptance, and policy-relevant aspects of the green transition.
Methodologically, my research is grounded in behavioral and experimental economics and primarily employs quantitative methods.
I am involved in the Research Council of Norway–funded research centre TRANSPLAN (2025–2033), which focuses on pathways for a sustainable transport transition. https://www.toi.no/transplan/
An up-to-date list of my publications is available on my Google Scholar profile (click here), and further details on my background can be found on my LinkedIn profile (Click here).
Areas of Work
Publications