EMAC/Sheth Sustainability Award for research on cancer and purchase behavior

At the recent European Marketing Academy Conference in Bath, the paper 'How and When Does a Cancer Diagnosis Impact Consumers’ (Un)Healthy Grocery Shopping Behavior?', co-authored by Lien Lamey, Els Breugelmans (both KU Leuven) and Niels Holtrop (CRRUM) was award the EMAC/Sheth Sustainability Award. This award signifies the importance of this work for progressing marketing knowledge in the sustainability field, one of the pillars of CRRUM.

In the paper, the authors shed light on whether a cancer diagnosis impacts grocery shopping behavior from a health perspective. The paper investigates the impact on product categories (e.g., snacks, fast food, yoghurt) and nutrients (e.g., alcohol) to determine whether cancer patients change their behavior to support their recovery, or that the impact of the diagnosis results in unhealthier purchases.

With the award (5,000 euros), the authors can continue their work on this important topic. Many congratulations from the entire CRRUM team!