Merve Meryem Subasi

Merve Meryem Subasi is currently pursuing her masters in Interdisciplinary Public and Nonprofit Studies at the University of Hamburg. Before that, she completed her bachelor’s degree in social economics at the same University with a main focus in accounting and sustainability.

With her masters her focus changed from sustainability towards ethical consumption and consumer behavior. She is currently working on a research project called “Consumer Behaviour Towards Ethical Goods“. With her study she wants to identify the importance of four different ethical attributes (e.g. fair trade, organic, including donation, social enterprise) and price regarding a consumer’s purchase decision on beverages. To capture which attributes are most valued, as realistic as possible, a Choice based Conjoint Analysis is intended. Participants are asked to choose between four products varying in the compilation of attributes and price.