Carola Hofmann

I am conducting research on the topic of ‘Marketing measures in the out-of-home catering sector’. As part of my academic work, I am exploring a highly topical and forward-looking interdisciplinary field of research, as sustainable nutrition is important not only for human health but also for our environment. The basis of my dissertation is the research of my supervisor, which uses True Cost Accounting (TCA) to highlight the differences in external costs (environmental impact costs) between various food categories and their cultivation. Building on these findings, I will use targeted marketing tools – such as nudging – in a large-scale primary data collection exercise to develop and investigate approaches that influence consumers’ voluntary decisions to opt for healthier and more sustainable meals in the AHV. The aim of this research is to demonstrate how health- and environmentally-conscious dietary choices in the AHV can be reconciled with social, economic and ecological considerations.

A conscious and health-conscious diet has long been a central part of my personal life. I am delighted that this topic is increasingly coming to the fore in both society and the scientific community, and is thus gaining significant current relevance and highlighting the urgent need for a comprehensive Transformation. Combined with my many years of professional experience in online advertising and the significant multiplier effect attributed to the out-of-home catering sector due to its scalability, I see great potential for my research to make substantial contributions to the promotion of sustainable food systems.

Thanks to its in-depth specialist knowledge and innovative approaches, CARRI opens up valuable opportunities for my professional development. At the same time, it offers the ideal platform for me to play an active role in the sustainable development of society and in promoting socio-ecological Transformation.

Thanks to the excellent support provided by CARRI, I was put in touch with professors whose research areas were relevant to my own. This led to me making contact with Prof. Dr. Tobias Gaugler, and it immediately became clear that there was a good fit in terms of the proposed research topic. I greatly appreciate the helpful and reliable guidance, as well as the academic support.

Following an extensive literature review in the relevant field of research, the first draft of the proposal was drawn up in close collaboration with Prof. Dr. Gaugler. This was followed by two further rounds of feedback, which went unexpectedly smoothly and efficiently, meaning that I was able to officially register my dissertation within three months.

As I am working as a research assistant in Prof. Dr. Gaugler’s team alongside my dissertation, I am very much looking forward to lively discussions and making new contacts, not only at HM but also at THN. Furthermore, I have observed a very constructive collaboration between the professors at the two universities, which I regard as extremely positive and supportive of my dissertation.