Lena Becker is a Master's student of the interdisciplinary Digital Transformation & Sustainability program at the Hamburg School of Business Administration. She obtained her B.Sc. in Economics at Johann Wolfgang Goethe University in Frankfurt and wrote her thesis on the possibilities of Sharing Economy. To gain deeper knowledge and create more positive societal impact, she continued her studies in Hamburg with a specialization in sustainability research.
Lena’s research is focused on better understanding and bridging the gap between attitudes and actual purchase behavior of consumers in the field of sustainable apparel. The motivation is not only to identify the motives behind sustainable consumer behavior but to derive explicit recommendations for sustainable businesses in order to target their customers better.