Nicole Neu

Nicole Neu is currently pursuing a master’s degree in Business Administration at Humboldt University of Berlin. Her academic focus lies in the fields of marketing and management. Throughout her studies, she has developed a strong interest in consumer behaviour, particularly in the context of sustainability. 

For her master’s thesis, Nicole uses Choice-Based Conjoint (CBC) analysis with Sawtooth Software to examine how sustainable attributes, such as materials, certifications, and production country, affect fashion preferences. The study explores the gap between consumers’ sustainable intentions and actual choices by quantifying the importance of these attributes alongside price and brand. 

The findings aim to enrich academic research and support practical marketing. By identifying which aspects of sustainability matter most to consumers, the study helps fashion brands tailor products and communication to meet evolving expectations, offering clear guidance for integrating sustainability effectively.