Carola Grebitus
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Phone: 480-727-4098
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Santan Hall Mesa, AZ 85287
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Mail code: 1780Campus: Poly
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Carola Grebitus is a Dean’s Council Distinguished Professor at the W. P. Carey School of Business at Arizona State University. She studies food economics and marketing, with an emphasis on healthy and sustainable food choices to support evidence-based policymaking. Her research is focused on modeling consumers’ food choices in general, and consumers’ decision strategies in particular. She has worked extensively on determinants of consumer behavior, purchase decision making, and food quality from consumers’ perspective. Her current research includes consumer preferences for imperfect foods and the effect of mindfulness on healthy food choices; willingness to pay for domestic and imported beef; and the influence of food labeling on purchase decisions. Also, she has conducted research using retail surveys regarding consumers’ use of quality certification and country-of-origin information. In her research Professor Grebitus applies a variety of methods ranging from experimental auctions and choice experiments to eye tracking and taste tests. To date, she has secured more than $5 million in funding from, e.g., the National Science Foundation and the U.S. Department of Agriculture. She has published over 85 peer-reviewed articles in journals, such as, the American Journal of Agricultural Economics, Business Strategy and the Environment, and the European Journal of Marketing. At ASU, she teaches courses in Food Product Innovation and Development, and Behavioral and Experimental Economics. She serves as advisor for the Graduate Student Organization within the Morrison School of Agribusiness. Professor Grebitus has been recognized for her efforts in teaching, research and outreach with awards, such as, the “Huizingh Award for Undergraduate Service to Students,” the “Centennial Professorship Award” and the “W. P. Carey Dean’s Mid-Career Research Award”.
- Ph.D. Kiel University, Germany 2007
- M.S. Kiel University, Germany 2002
- B.S. Kiel University, Germany 2001
- Agricultural Economics
- Behavioral and Experimental Economics
- Marketing and Consumer Behavior
- Market Research
- Sustainability
- Urban Agriculture & Community Gardens
- Diet and Health
- Food Safety and Technology
Select Publications
Ishaq, M., Kolady, D., and C. Grebitus (2024): The effect of information and beliefs on preferences for sustainably-produced beef. European Review of Agricultural Economics, https://doi.org/10.1093/erae/jbae014.
Dahal, B., DeLong, K., Gao, S., and C. Grebitus (2024): Consumers’ beef purchasing behavior across countries. Meat Science, 217(November 2024), 109611.
Gao, S., Grebitus, C., and K.L. DeLong (2023): Consumer preferences for beef quality grades on imported and domestic beef. European Review of Agricultural Economics,50(3), 1064-1102.
Fuller, K., Grebitus, C., and T.G. Schmitz (2022): The effects of values and information on the willingness to pay for sustainability credence attributes for coffee. Agricultural Economics, 53(5), 775-791.
Rosburg, A., and C. Grebitus (2021): Sustainable development in the craft brewing industry: A case study of Iowa brewers. Business Strategy and the Environment, IF 11.283, 4-yr IF 11.283. https://doi.org/10.1002/bse.2782
Grebitus, C. (2021): Small-scale urban agriculture: Drivers of growing produce at home and in community gardens in Detroit. PLoS ONE, 16(9): e0256913.
Chenarides, L., Grebitus, C., Lusk, J., and I. Printezis (2021): Food consumption behavior during the COVID-19 pandemic. Agribusiness: an International Journal, 37(1), 44-81.
Grebitus, C., and G. Davis (2019): Does the new Nutrition Facts Panel help compensate for low numeracy skills? An eye-tracking analysis. Agricultural Economics, 50(3), 249-258.
Van Loo, E.J., Grebitus, C., Nayga, R.M., Verbeke, W. and J. Roosen (2018): On the measurement of consumer preferences and food choice behavior: The relation between visual attention and choices. Applied Economic Perspectives and Policy; 40(4), 538-562.
Printezis, I., and C. Grebitus (2018): Marketing channels for local food. Ecological Economics, 152(October), 161-171; IF 6.536; 5-yr IF 6.233.
Grebitus, C., and J. Roosen (2018): Influence of non-attendance on choices with varying complexity. European Journal of Marketing, 52(9/10), 2151-2172.
Grebitus, C., and G. Davis (2017): Change is Good!? Analyzing the relationship between attention and Nutrition Facts Panel modifications. Food Policy, 73, 119-130.
Lewis, K.E., Grebitus, C., Colson, G., and W. Hu (2017): German and British consumer willingness to pay for beef labeled with food safety attributes. Journal of Agricultural Economics, 68(2), 451-470.
Colson, G., Corrigan, J., Grebitus, C. Loureiro, M., and M. Rousu (2016): Which deceptive practices, if any, should be allowed in experimental economics research? Results from surveys of applied experimental economists and students. American Journal of Agricultural Economics, 98(2), 610-621.
Lewis, K.E., Grebitus, C., and R. Nayga (2016): The impact of brand and attention on consumers’ willingness to pay: Evidence from an eye tracking experiment. Canadian Journal of Agricultural Economics, 64(4), 753-777.
Grebitus, C., Steiner, B., and M. Veeman (2016): Paying for sustainability: A cross-cultural analysis of consumers’ valuations of food and non-food products labeled for carbon and water footprints. Journal of Behavioral and Experimental Economics, 63, 50-58.
Grebitus, C., Lusk, J., and R. Nayga (2013): Explaining differences in real and hypothetical experimental auctions and choice experiments with personality. Journal of Economic Psychology, 36, 11–26.
Grebitus, C., Jensen, H.H., and J. Roosen (2013): US and German consumer preferences for ground beef packaged under a modified atmosphere – Different regulations, different behavior? Food Policy, 40, 109–118.
Grebitus, C., Steiner, B., and M. Veeman (2013): Personal values and decision making: Evidence from environmental footprint labeling in Canada. American Journal of Agricultural Economics, 95(2), 397-403.
Herzfeld, T., Drescher, L., and C. Grebitus (2011): Cross-national adoption of private food quality standards. Food Policy, 36(3), 401-411.
Grebitus, C., and M. Bruhn (2008): Analyzing semantic networks of pork quality by means of concept mapping. Food Quality and Preference, 19(1), 86-96.
Select Funding
U.S. Department of Agriculture-National Institute of Food and Agriculture: Strengthening U.S. Beef Export Markets: Analysis of Consumer Willingness to Pay and Import Demand. PI with Co-PIs K.E. DeLong and A. Muhammad, University of Tennessee; 2020-2022, $477,131.
U.S. Department of Agriculture-National Institute of Food and Agriculture-EASM-3: Collaborative Research: Physics-Based Predictive Modeling for Integrated Agricultural and Urban Applications. Co-PI with A. Mahalov (PI), B. Turner, M. Moustaoui, M. Georgescu, Arizona State University; 2015-2020, $751,860.
National Science Foundation MPS-DMS-EASM-3: Collaborative Research: Physics-Based Predictive Modeling for Integrated Agricultural and Urban Applications, as Co-PI with A. Mahalov (PI), B. Turner, M. Moustaoui, M. Georgescu, Arizona State University; 2014-2019, $1,161,522.
U.S. Department of Agriculture-National Institute of Food and Agriculture: Scan-Based Trading: Opportunities for Enhancing Supply-Chain Efficiency. Co-PI with E. Rabinovich (PI), T. J. Richards (Co-PI), Arizona State University; 2016-2019, $421,490.
Arizona Department of Agriculture, Specialty Crop Block Grant Program-Farm Bill: Driving Demand for Arizona-Grown Medjool Dates. PI with Co-PI R.S. Hughner, Arizona State University; 2015-2017, $75,052.
Courses
2025 Fall
| Course Number | Course Title |
|---|---|
| AGB 456 | Food Prod Innovation and Dev |
| AGB 456 | Food Prod Innovation and Dev |
| AGB 445 | Food Retailing |
| AGB 445 | Food Retailing |
2025 Spring
| Course Number | Course Title |
|---|---|
| AGB 493 | Honors Thesis |
| AGB 456 | Food Prod Innovation and Dev |
| AGB 456 | Food Prod Innovation and Dev |
2024 Fall
| Course Number | Course Title |
|---|---|
| AGB 456 | Food Prod Innovation and Dev |
| AGB 456 | Food Prod Innovation and Dev |
| AGB 100 | Introduction to Agribusiness |
| AGB 100 | Introduction to Agribusiness |
2024 Spring
| Course Number | Course Title |
|---|---|
| AGB 493 | Honors Thesis |
| AGB 456 | Food Prod Innovation and Dev |
| AGB 456 | Food Prod Innovation and Dev |
2023 Fall
| Course Number | Course Title |
|---|---|
| AGB 456 | Food Prod Innovation and Dev |
| AGB 456 | Food Prod Innovation and Dev |
| AGB 701 | Adv AGB I: Adv AGB Analysis |
2023 Spring
| Course Number | Course Title |
|---|---|
| AGB 493 | Honors Thesis |
| AGB 456 | Food Prod Innovation and Dev |
| AGB 456 | Food Prod Innovation and Dev |
| PPE 240 | Physical Activity |
2022 Fall
| Course Number | Course Title |
|---|---|
| AGB 456 | Food Prod Innovation and Dev |
| AGB 456 | Food Prod Innovation and Dev |
| AGB 492 | Honors Directed Study |
| AGB 701 | Adv AGB I: Adv AGB Analysis |
| PPE 240 | Physical Activity |
2022 Spring
| Course Number | Course Title |
|---|---|
| AGB 456 | Food Prod Innovation and Dev |
| AGB 456 | Food Prod Innovation and Dev |
2021 Fall
| Course Number | Course Title |
|---|---|
| AGB 456 | Food Prod Innovation and Dev |
| AGB 456 | Food Prod Innovation and Dev |
| AGB 701 | Adv AGB I: Adv AGB Analysis |
2021 Spring
| Course Number | Course Title |
|---|---|
| AGB 494 | Special Topics |
| AGB 456 | Food Prod Innovation and Dev |
| AGB 456 | Food Prod Innovation and Dev |
| HON 494 | Special Topics |
2020 Fall
| Course Number | Course Title |
|---|---|
| AGB 456 | Food Prod Innovation and Dev |
| AGB 456 | Food Prod Innovation and Dev |
| AGB 701 | Adv AGB I: Adv AGB Analysis |
Select Awards
Centennial Professorship Award. Associated Students of Arizona State University, 2022
Huizingh Award for Undergraduate Service to Students. W. P. Carey School of Business, Arizona State University, 2022
Student Organization Advisor of the Year Award. The Polys, Arizona State University, 2022
W. P. Carey Dean’s Mid-Career Research Award. W. P. Carey School of Business, Arizona State University, 2020.
Professor of the Year Award. Chamber of Commerce, Apache Junction, 2019.
Award for junior-professionals showing outstanding success in Germany’s food economy. Foundation Goldener Zuckerhut, 2006.
Award for the article “Healthy Diets.” Media Association Lower-Saxony, Lower-Saxony Junior Media Awards, 1996.
Editorial Advisory Board: Food Policy, 2024 – present
Co-Editor: Q Open, 2023 – present
Special issue: Assessing Factors Contributing to a Healthy Work Ecosystem in the Applied Economics Profession, 2024 – 2026
Review Editor. Frontiers in Nutrition: Food Policy and Economics, 2022 – 2023
Guest Editor: Replication in Agricultural Economics. Applied Economic Perspectives and Policy, with R. Finger and A. Henningsen, 2021 – 2023
Editorial Review Board Member: Agribusiness: An International Journal, 2015 – present
Editorial Review Board Member: Canadian Journal of Agricultural Economics, 2018 – 2021
Guest Editor: Transformations in the Food System, Nutritional and Economic Impacts. Choices, 2017: Quarter 1; with Kolodinsky J., and D. Thilmany McFadden
Editorial Review Board Member: European Review of Agricultural Economics, 2016 – 2022
Guest Editor: The Economics of Food, Food Choice and Health. European Review of Agricultural Economics, 2012:39-5, 741-877; with Hartmann, M., and J. Roosen
Guest Editor: Consumer Behavior for a Sustainable Future. International Journal of Consumer Studies, 2012:36-2, 121–250; with Hartmann, M., Piorkowsky, M.-B., Pakula, C., and R. Stamminger
Agricultural & Applied Economics Association, Economic Science Association, International Association of Agricultural Economists, International Association for Research in Economic Psychology / Society for the Advancement of Behavioral Economics, Sigma Alpha-Alpha Nu
See CV
Arizona State University: 2012-present; Bonn University, Germany: 2008-2012.
See CV
- Henkel Consumer Goods Inc. Solutions to increase the consumer interest and valuation for sustainable products in markets. PI, Project No. 13054246; 2012 – 2013, $25,000.