Ecem Selen Seltuk

Ecem Selen Seltuk is a master’s student in Economics and Management Science at the Humboldt University of Berlin. She holds a bachelor’s degree in International Relations with a double major in Sociology. Recently, she completed her master’s thesis in the scope of marketing.

For her master’s thesis, she conducted a Choice-Based Conjoint Analysis using Sawtooth Software to better understand customer insights and preferences towards sustainability and customizability which are two of the major trends that emerged in the last decades influencing consumer behavior. Her research showed that environmental sustainability and customizability are appealing features to customers. Although preferences vary in the population and most customers are price-sensitive when buying a charging backpack, there are customer groups that are ready to pay a premium for higher levels of sustainability and customizability. In the study, the price was found to have the highest mean relative importance followed respectively by environmental sustainability, customizability, and power bank capacity.