Institute of Marketing & Innovation
Department of Economics and Social Sciences
University of Natural Resources and Life Sciences, Vienna

https://www.wiso.boku.ac.at/index.php?id=14874

Contact by mail
Rainer Haas has more than 25 years of experience in research, teaching and extension in the field of consumer behavior and agricultural and food value chain marketing. Rainer Haas is a graduate of the University of Natural Resources and Life Sciences Vienna (www.boku.ac.at). Doctorate 1998 for his research about customer satisfaction with an online food shopping mall. He got several awards such as the Austrian Agricultural Marketing Award and the Austrian Agrana Research Award. Habilitation (venia docendi) in Marketing in 2004. He is reviewer for several journals such as Appetite, Journal of Applied Economics, British Food Journal, Die Bodenkultur and the Austrian Society of Agricultural Economics. Since 2007 he is member of the Scientific Advisory Board of the International European Forum on System Dynamics and Innovation. ORCID: https://orcid.org/0000-0002-7854-8960 Rainer Haas and Oliver Meixner published in international double blind peer reviewed journals such as Journal of Business Research, Food Policy or British Food Journal. Key numbers to summarize the publications of Rainer Haas and Oliver Meixner: • • 2 books as editor • 5 books as author (one with Springer publishing) • 32 articles in journals (27 in international double blind peer reviewed journals) • 20 articles in collected volumes (2 with CABI Publishing, 2 with Springer) • 46 articles in conference proceedings • 38 research reports • Numerous articles in agricultural extension journals 1. Haas, R; Schnepps, A; Pichler, A; Meixner, O (2019) Cow Milk versus Plant-Based Milk Substitutes: A Comparison of Product Image and Motivational Structure of Consumption. SUSTAINABILITY; 11(18), 5046 2. Haas, R; Meixner, O; Petz, M (2016): Enabling community-powered co-innovation by connecting rural stakeholders with global knowledge brokers A case study from Nepal. BRITISCH FOOD J. 2016; 118(6): 1350-1369. 3. Cagalj, M; Haas, R; Morawetz, UB. (2016): Effects of quality claims on willingness to pay for organic food. Evidence from experimental auctions in Croatia. BRITISCH FOOD J. 2016; 118(9): 2218-2233. 4. Cerjak, M., Haas, R. and Brunner, F. (2014): What motivates consumers to buy traditional food products? Evidence from Croatia and Austria using word association and laddering interviews. BRITISCH FOOD J., 116(11): 1726-1747. 5. Haas, R., Sterns, J., Meixner, O., Nyob, D-I. and V. Traar (2013): US Consumers’ perception of local and organic food: An analysis based on means-end chain analysis and word association. International Journal on Food System Dynamics, Vol 4, No 1. Ongoing and recent research projects 1. 2018-2022: Erasmus+, Assessing and Changing Adults' Behaviour on SUStainable COnsumption of Food (SUSCOF). Contract Number: 2018-1-TR01-KA204-058739. 2. 2014-2017: Erasmus+, Food Quality and Consumer Studies (FoodCost). Contract number: 2014-1-SK01-KA203-000464 3. EU-US Atlantis Program (2010-2014): Meeting Consumer Needs for Safe High Quality Food Products. Consulting and teaching. Florida A&M, Grant Number P116J100062 4. 2013-2014 Green Oasis. Analysis of the market potential of local agricultural products within the Cross Border Area of Posavina (Croatia and Bosnia Herzegovina). 5. Croatia Agricultural World Bank Acquis Cohesion Project: Project leader for Direct Sale of Agricultural Products and Complementary Activities on Family Farms. 2011-2012 6. 2007-2009: Specific Support Action. E-Trust. Building Trust for Quality Assurance in Emerging markets for Food Chains. Contract Number: 043056 7. 2005-2008: Bean-Quorum. Building and Euro-Asian Netwrok for Quality, Organic and Unique Food Marketing Contract Number: TH/Asia Link/006 (91652)