Speaker

Marija Banovic is Associate Professor of Consumer Behaviour and Food Marketing at Aarhus University, affiliated with the MAPP Centre and the Centre for Circular Bioeconomy (CBIO). Her research explores consumer decision-making and acceptance of sustainable food innovations, focusing on alternative proteins, precision fermentation, and circular bioeconomy integration. She coordinates HUB2GATHER within the START initiative, fostering cross-disciplinary collaboration for circular and resilient food systems. Marija has led and contributed to numerous European and national projects bridging behavioural science, biotechnology, and food innovation. Her work aims to understand how consumers perceive, value, and co-create novel foods that support the transition towards sustainable food systems

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