Ingrid Moons

Ingrid Moons is a full professor in the Department of Marketing at the University of Antwerp. Trained as a psychologist, she went on to found her own market research agency, which she led for nearly 20 years. 

She later earned a PhD in marketing and product development.
Her earlier career provided her with extensive experience in market research and consumer behaviour, with a strong focus on the adoption of new products, services, and systems—particularly in the context of healthy and sustainable food. 

Sustainability lies at the core of her work.
She is also a member of the reUse Lab, where reuse is explored as a circular system across fields such as fashion, healthcare, packaging, and electronics. Transitioning to more sustainable solutions requires a systemic, co-creative, and interdisciplinary approach, for which she developed a dedicated roadmap. Her work is published in leading Web of Science–indexed journals across marketing, design, management, food, and health.

​Go to the personal page of Prof. Ingrid Moons​

Healty and sustainable consumer behaviour

Circular economy

reUse

System thinking

Co creation

Interdisciplinary research

TASTE: Exploring how to make food packaging more sustainable

Glitch Kompas: Developing a roadmap for co-creation processes

Province of Antwerp: Improving access to leisure activities for disadvantaged groups

Province of Antwerp: Promoting more sustainable food consumption during leisure time

BioChromatiX: sustainability and biotech research initiative focused on developing natural, bio-based pigments and antioxidants

FibreQuest: Enhancing the healthiness of food through dietary fibres

• Harding, C., Moons, I., De Win, G., & Du Bois, E. (2025). Kickstarting the Adoption Process of Reusable Surgical Gowns in Healthcare: Expectations, Evaluation and Factors That May Influence Healthcare Professional’s Willingness to Wear Reusable Gowns. Risk Management and Healthcare Policy, 3263-3280.
  
  
• Moons, I., Barbarossa, C., & De Pelsmacker, P. (2018). The determinants of the adoption intention of eco-friendly functional food in different market segments. Ecological Economics, 151, 151-161.
  
  
• Dias, G. N., Hamza, K. M., Lievens, A., & Moons, I. (2025). Sustainability‐based value creation within a multi‐stakeholder network: Balancing expectation conflicts within the Amazon context. Business Strategy and the Environment, 34(1), 116-128.