Dr. Granato, G.

Giulia Granato is an assistant professor in design for sustainable behavioral change at the Faculty of Industrial Design Engineering. Her research interests lie at the interface between design, consumer psychology and sustainable marketing. Giulia's research investigates how design interventions can be used to disrupt company and consumer routines to open a window of opportunity for behavioral change, towards a more sustainable direction. Giulia looks at design as a powerful mean to achieve this objective and mobilize the sustainability transition, both at organizational and consumer behavior level. 

Academic Background

Giulia holds a bachelor degree in Economics, a master degree in Food quality design and a PhD degree in Marketing and Consumer Behavior at Wageningen University, where she developed her expertise and research interests around the topic of innovation for sustainability. 

Her work has been published in the Journal of Environmental Psychology, Cleaner Production, Food Quality and Preference and Technovation.


Giulia has collaborated with an EU project (HORIZON 2020), called MYPACK, which comprised a consortium of product developers, designers, material engineers and packaging experts with the aim to develop and commercialize new forms of more sustainable packaging for the food market. Giulia' research was particularly involved to understand how these new technologies are perceived by consumers and can be adopted in the next future.

Published books

Granato, G., Fischer, A. R., & van Trijp, H. C. (2022). Misalignments between users and designers as source of inspiration: A novel hybrid method for physical new product development. Technovation, 111, 102391. https://doi.org/10.1016/j.technovation.2021.102391

Granato, G., Fischer, A. R., & van Trijp, H. C. (2022). The price of sustainability: How consumers trade-off conventional packaging benefits against sustainability. Journal of Cleaner Production, 365, 132739. https://doi.org/10.1016/j.jclepro.2022.132739

Granato, G., Fischer, A. R., & van Trijp, H. C. (2022). A meaningful reminder on sustainability: When explicit and implicit packaging cues meet. Journal of environmental psychology, 79, 101724. https://doi.org/10.1016/j.jenvp.2021.101724

Horvat, A., Granato, G., Fogliano, V., & Luning, P. A. (2019). Understanding consumer data use in new product development and the product life cycle in European food firms–An empirical study. Food Quality and Preference, 76, 20-32. https://doi.org/10.1016/j.foodqual.2019.03.008

Granato, G. (2022). Innovation for sustainability: Disruption of company and consumer routines to facilitate sustainable behavioural change (Doctoral dissertation, Wageningen University). https://library.wur.nl/WebQuery/wurpubs/fulltext/571105