Principal and Funded Investigators

Geertje Schuitema


I am a Lecturer in Consumer Behaviour and Technology Adoption at the School of Business and the Energy Institute at UCD. My main research focuses on understanding which factors influence sustainable consumer behaviour. My research aims to understand why consumer adopt or reject technologies and policies and that aim to reduce the negative impact on the environment, such as smart grid technologies and electric vehicles. Moreover, I am interested in how consumer behaviour can be changed in order to encourage more sustainable practices. This includes for example energy conservation and changes in car use.

I received my MSc and PhD degrees in Social and Behavioural Sciences from the University of Groningen, the Netherlands. After my PhD, I was a Research Fellow at the Centre for Transport Research, University of Aberdeen, United Kingdom (April 2009 - Dec 2010) and at the faculty of Business and Social Sciences at Aarhus University, Denmark (Jan 2011 - July 2014). In August 2014 I joined the Marketing group at the Smurfit Business School and the Electricity Research Centre and Energy Institute at UCD.

I am a member of various research groups and organisations that study and discuss sustainable consumer behaviour, such as the Environmental Division of the International Association of Applied Psychology (IAAP), the International Association for Research in Economic Psychology (IAREP) and the Virtual Community of Sustainability and Consumption.