J. (Janneke) Koster

After completing my bachelor's in Business Administration at the University of Groningen in 2019, I continued my studies at Maastricht University with a Master’s in International Business – Strategic Marketing. I then returned to Groningen for the Research Master in Economics and Business, which I completed in the summer of 2022. In September 2022, I started my PhD journey.

My PhD research focuses on sustainability in fashion. The first project is a conceptual paper that employs a systematic literature review. In order to tackle the overproduction and consumption challenges in fashion, we argue that unnecessary clothing should be avoided, and what is necessary should be reduced, reused, or recycled. Additionally, the roles of companies, consumers, and (N)GOs are considered. The second project zooms in on consumers and tries to understand why consumers overconsume and how consumption can be reduced through a series of experiments and choice-based conjoint experiments. The third project focuses on the role of companies, specifically how advertising affects consumer needs. A large dataset of advertisements is analyzed with the latest AI models.

You can find more information about my background in my curriculum vitae.