“Understanding consumer behavior allows marketers to help consumers identify their needs and wants. Based on that knowledge, marketers offer them products that are tailored to them,” Braunsberger said, adding that marketers have an opportunity to discover how they can help change consumers’ habits that are potentially harmful to themselves or the environment. “The latter is important because our consumption-based society is not conducive to a healthy planet that can support not only us but future generations.”
Braunsberger’s most current research investigates the differences in beliefs, attitudes and opinions between meat-eating and vegan cultures.
“I am trying to understand the difference between these two consumer groups because prior research has shown that meat consumption is not sustainable, and we have to find a way to sell the idea of plant-based diets to those who embrace animal products if we want to move these consumers to a more sustainable lifestyle,” she said.
Braunsberger has taught in the College of Business at USFSP since 2001, previously serving on the faculty in the business schools at Arkansas Tech University and Al Akhawayn University in Morocco. Her research has been published in several notable journals, including International Marketing Review and Voluntas: International Journal of Voluntary and Nonprofit Organizations.