Inaugural lecture Marijke Leliveld: Change comes through friction: moral judgment and decision-making among consumers

On Friday, March 27, Professor of Consumer Ethics Marijke Leliveld will deliver her inaugural lecture. In her lecture, titled 'Met schuren komt verandering: morele oordeels- en besluitvorming van consumenten' (translation: Change comes with friction: moral judgment and decision-making among consumers), she will demonstrate how discomfort — the 'friction' people feel when moral and self-interest motives clash — is necessary to bring about behavioral change. Leliveld will explain this within the context of both charitable donations and sustainable clothing consumption.

Sustainable consumer behavior and charitable giving

Marijke Leliveld is a behavioral scientist and expert on morality and ethics as they relate to the behavior of consumers and other stakeholders. She is currently engaged in topics such as sustainable consumer behavior in fashion (including in the multidisciplinary project SORTED), donations to charities, marketing campaigns for charities (including in collaboration with Hans Risselada and Data Inside), and other forms of prosocial or fairness-related behavior in both commercial and non-profit  (governmental and charitable) organizations.

More information

Marijke Leliveld’s inaugural lecture will be in Dutch and will take place on Friday 27 March 2026, 16:15 - 17:00, in the aula of the Academy Building.

Please register by 20 March via the registration form.

Livestream on 27 March 2026 via www.rug.nl/digitale-oratie