Why do we say we want sustainable food—yet choose differently at the shelf? That question sits at the heart of Professor dr. Marleen Onwezen’s work. Trained as a social psychologist at Tilburg University, where she earned her PhD on emotions and sustainable consumer choices in 2014, Marleen bridges psychology and economics to understand what truly drives food decisions. At Wageningen University & Research, she serves as Theme Ambassador of Consumer Science and Expertise Leader, setting the research agenda for consumer behaviour. Since 2024, she holds a professorship in behavioural economics in enduring sustainable food choices.

Her work goes beyond theory. Marleen leads large-scale research projects exploring how consumer choices for sustainable and healthy food can be explained—and guided. From alternative proteins to emotions and social norms, she unpacks the invisible forces shaping everyday decisions. Beyond WUR, she plays a key role in the Dutch Scientific Agenda (NWA) as figurehead of Competent Consumers, serves on the scientific board of LVMH, advises the FoodEducationPlatform, and contributes to WUR’s core team on healthy and safe food systems.