Department: Economía Financiera II

Centre: Facultad de Economía y Empresa

Campus: Bizkaia

Field of knowledge: Ciencias Sociales y Jurídicas

Area: Marketing and Market Research

Research group: Gobernanza y Marketing para la Sostenibilidad

Email: aitor.marcos@ehu.eus

Doctor by the Universidad del País Vasco - Euskal Herriko Unibertsitatea with the thesis The limits of incentives and information in promoting sustainable consumption 2023. Supervised by Dr. José María Barrutia Legarreta, Dr. Patrick Hartmann.

Aitor Marcos is an Assistant Professor (Profesor ayudante doctor) of Marketing and Market Research at the University of the Basque Country (UPV/EHU) and an affiliated researcher at the USC Wrigley Institute for the Environment and Sustainability at the University of Southern California. His research focuses on sustainable consumption through the lens of ecological economics, emphasizing strong sustainability approaches that go beyond efficiency and green consumerism. Using behavioral science methods such as decision-making experiments and surveys, Aitor investigates how social norms, beliefs, preferences, and structural factors shape resource and energy demand, influencing consumer behavior, business decisions, and political attitudes. To thrive in this interdisciplinary field, Aitor is developing a research agenda at the intersection of consumer research, behavioral economics, and ecological economics. The theoretical underpinnings of his work extend into areas such as marketing, climate policy, sustainability management, environmental psychology, critical management studies, and transitions research.