Matthias is an Associate Senior Lecturer at the International Institute for Industrial Environmental Economics at Lund University. Matthias conducts research in the field of sustainable consumption and sustainable business models. His work covers consumer behavior in the grocery store, nudging as a policy tool, green marketing and branding, the sharing economy, prosumption, sufficiency lifestyles, and sustainable business model transformations. Matthias’ work is primarily qualitative, covering interviews, workshops, and observations. Matthias is also involved in teaching in Masters programmes at the IIIEE, as well as thesis supervision.