Consumer Behavior Research Group for Societal Transformations

Consumer Behavior Research Group (Kaunas University of Technology, Lithuania) offers interdisciplinary expertise for Horizon Europe Cluster 2 projects, particularly in the areas of societal transformations, sustainable consumption, and inclusive innovation ecosystems. The group focuses on consumer behavior, value co-creation, engagement, and the transformation of socio-economic and technological ecosystems. Research combines advanced empirical methods with strong theoretical grounding, addressing how individuals and communities make decisions, engage with organizations, and respond to sustainability and digital transformation challenges . Our work covers:

• sustainable and responsible consumption, including circular economy and pro-environmental behavior

• consumer engagement, value perception and co-creation processes

• transformation of consumer and socio-economic ecosystems in the context of digital and green transitions

• behavioral responses to technological stimuli, including AI-driven environments and neuromarketing approaches.

  We bring:

• strong expertise in empirical and experimental social research methods

• experience in large-scale international projects and multi-actor collaboration

• capacity to connect research, policy, and practice (academia–industry–public sector)

• advanced knowledge in behavioral change, sustainability transitions and AI-related societal impacts

  We are open to:

  • leading consortia, especially in topics related to social and economic transformations, sustainable consumption, and behavioral change

  • joining consortia as a partner responsible for research design, behavioral analysis, pilot implementation, and impact assessment

  We are particularly interested in upcoming Cluster 2 calls focusing on transformations, inclusion, sustainability transitions, and the societal implications of digital technologies.