My research focuses on sustainable consumer behavior and its psychological aspects. The essence of sustainable consumer behavior is the consumption of products that minimize the environmental harm throughout the product cycle. I am particularly interested in exploring the drivers of green consumer behavior, encouraging sustainable consumption, green marketing, green advertising and greenwashing. My goal is to develop and assess the impact of messages and interventions that promote sustainable consumer behavior.

My research investigates the effectiveness of different communication messages (interventions) depending on the source, the content of the message and the characteristics of the audience. The most often examined sources are social media influencers, brands or non-profit organisations. In terms of message content, I examine the impact of different norms, message length and message detailedness, while in terms of audience characteristics, I examine the impact of parasocial experience and persuasion knowledge. My studies focus mainly on digital and social media communication.