Dr. Anna Mei Habitzreuter
Professional career
Anna Mei Habitzreuter completed her studies in business administration (majors in international management and marketing) at DongHua University in Shanghai (Bachelor of Business) and at the University of Bayreuth (Master of Science). Prior to beginning her PhD at TU München, Anna worked as a research assistant (Chair for Innovation and Dialogue Marketing) at the University of Bayreuth, where she also taught Portuguese. The native Brazilian, who has already lived in Brazil, USA and China, is passionate about martial arts (especially Brazilian jiu-jitsu), played in her youth handball and is also interested in team sports (soccer, volleyball). In December 2018, Anna Mei defended her PhD thesis, entitled "To bin or not to bin? The role of perceived consumer effectiveness on sustainable disposal behavior."
Research interests
Anna’s research focuses on consumer sustainable behavior in different contexts. In her work, she tries to analyze the underlying personality traits that influence disposal behavior (reduce, reuse, recycle) and assesses whether special contexts (for instance educative messages or sustainability efforts as part of the Olympic Games) impact this relationship. Her objective is to shed light on the disposal behavior research field to give a better understanding of how people dispose of waste, so that further recommendations can be drawn to help public policy makers and event organizers. Other research interests include the use of measurement tools of air quality to assess pollution and its variation in mega-event settings. The research aims to give recommendations on how to implement instrument that reduce air pollution.
Publications
Publications in peer-reviewed journals
Publications in conference proceedings
Habitzreuter, Anna and Joerg Koenigstorfer (2018): The Impact of Environmental CSR-linked Sport Sponsorship on Brand Attitudes Depending on Regulatory Fit, in: Proceedings of the Sport Marketing and Sponsorship Conference. San Diego 2018.
Habitzreuter, Anna and Joerg Koenigstorfer (2017): Reduce and Reuse Waste: The Role of Perceived Consumer Effectiveness and Green Values on Disposal Behavior, in: Leaving footprints, Proceedings of the 46th European Marketing Academy Conference, Groningen 2017.