Alina Horsch

Between 2017 and 2023, Alina Horsch will successfully complete her Bachelor's and Master's degrees in Agricultural Sciences at the University of Göttingen. Early on in her academic career, she showed a particular interest in agricultural public relations and communication. This led her to the Chair of Marketing for Food and Agricultural Products during her Bachelor's degree. There she worked as a student assistant in the department's public relations department. In order to broaden her knowledge and skills, Alina Horsch completed several internships at the German Federal Ministry of Food and Agriculture, at the Frankfurter Allgemeine Sonntagszeitung and in the agricultural sector in Germany and abroad (Namibia). After successfully completing her master's thesis in the MobiWohl research project, which focused on consumer behaviour at the point of sale, she is now working on her doctorate. In her dissertation, Alina Horsch combines the field of consumer perception with questions of public relations and communication in the agricultural sector.

Research focus:

• Consumer research
• Agricultural public relations
• Agricultural Communications/Public Relations



Teaching:

• Empirical methods: market research and consumer behaviour (M.Sc.)
• Business Administration of the Agricultural and Food Sector: Organisational Structures (B.Sc.)



Selected publications:

• Mohebati, L., Iori, E., Haugaard, M., Stancu, V., de la Cueva, J., Rovný, P., Jansto, E., Mehlhose, C., Schäfer, A., Weiß, I., Hodgkins, C., Raats, M., & Timotijevic, L. (2024). European Perspectives on Public Benefit in Relation to Food: Insights from a Serious Game Approach. Sustainability, 16(21), 9559. https://doi.org/10.3390/su16219559
• Kühl, S., Schäfer, A., Kircher, C., Mehlhose, C. (2024): Beyond the cow: Consumer perceptions and information impact on acceptance of precision fermentation-produced cheese in Germany. Future Foods, 10, 100411. DOI: 10.1016/j.fufo.2024.10041