Morten Heide
PhD
Senior Scientist
I am a senior Scientist in marketing research with a PhD in consumer behaviour. For the past twenty years, my research has focused on seafood, exploring both consumer and industrial buying behaviour related to novel and traditional seafood products. My research focuses on food-related behaviour, particularly food choice and product perception, with an emphasis on health, innovation, information, and sustainability.
I am particularly interested in developing new and more sustainable foods and food practices, including novel seafood species and products, production methods, processing, and distribution. My current research includes studies on marketing strategies for novel seafood products (such as macro- and microalgae), consumer perceptions of sustainable foods and food production, strategies to increase the consumption of healthy and sustainable foods, and harmonization of measurements in food consumer science. I have published over 25 articles in international journals and book chapters and contributed to more than 40 scientific reports.
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