Sabrina’s research focuses on customers’ referral behavior and referral campaigns, as well as corporate reputation, its measurement, management, and impact on diverse stakeholder groups. Recently, her interest in issues surrounding sustainable consumption led to the co-creation of the Norton School’s Consumers, Environment and Sustainability Initiative (CESI), which she currently co-directs. The initiative investigates how consumers navigate tensions between their material aspirations and the availability of limited ecological resources.
In the context of sustainable consumption, Sabrina studies barriers and facilitators of consumers’ conservation behaviors regarding water and energy as well as customers’ perceived value in the context of adoption or rejection of solar energy alternatives. She is also interested in (digital technology) solutions that can facilitate sharing of products among consumers, an aspect currently discussed under the general label of the “Sharing Economy”. Additionally, she is analyzing how climate change adaptation-related stress (“eco-anxiety”) and coping impact consumer well-being and social interactions.
She is interested in the concept of mindfulness and its relationship to consumption patterns. As yet, it is unclear whether increased mindfulness may reduce wasteful consumption. Breaking up behavioral routines through more mindfulness may lead to altered and more sustainable consumption patterns, for instance less food wasted in households (about forty percent of the food produced in the United States is wasted on the household level!).