prof. dr. M.C. (Marijke) Leliveld

Marijke Leliveld is a behavioral scientist and expert on morality and ethics within consumer and other stakeholder's behavior, and contributes to one of the main themes of the University of Groningen: Sustainable society and to one of FEB's themes Sustainable prosperity.

Specifically, she studies topics like charity donations, cause-related marketing campaigns, sustainable consumer behavior in fashion, and other forms of prosocial or fairness related behavior and perceptions in for-profit and non-profit (governmental, charitable) organizations. 

She teaches both methodology courses in the Bachelor, as well as Experimental Research Design (ReMa), and theoretical courses like Consumer Psychology and Ethics for International Business.

From 2019-2024, she was a member of the Young Academy Groningen.

Grants

• 2025-2027 Gratama Jubileum gift for the project “Bio-fabricating mycelium textiles for sustainable fashion” (€100.000). Together with Prof. dr. Marleen Kamperman (FSE). See interview in UG maginzine about this project: https://www.rug.nl/about-ug/latest-news/news/archief2025/nieuwsberichten/0520-kampermanleliveld
• 2025 - 2029 JTF grant for consortium project entitled “Systemic Solution for sorting and recycling technologies of discarded textiles”. Together with Sympany, Demcon, RUG, Hanze, several municipalities, etc. Work package leader of WP4 “Educatie en Gedrag. Total project costs: €29.88M. Total subsidy received for consortium: €14.94M.
• 2016-2018 Research grant from Kennisinstituut Duurzaam Verpakken on "Creating the perfect and sustainable gift experience: Consumers’ (un-)packaging experience of online purchases". Together with dr. Ilona de Hooge, WUR (€175.000)
• 2014-2017 Veni grant from the Innovative Research Incentives Scheme of the Netherlands Organization for Scientific Research (NWO) for the project "Buying for Charity” (€238.680)

Education

2004: M.Sc. Social and Organizational Psychology (cum laude) at Leiden University

2009: Ph.D. Social and Organizational Psychology at Leiden University

Positions

2004 - 2008: Ph.D. student at Leiden University

2008 -2021: Assistant professor at the Marketing department, University Groningen

2021-2025: Associate professor, Marketing RUG

2025 - onwards: Aletta Jacobs professor of Consumer Ethics

Academic service (selection)

• Board member of the Center for Philosophy, Politics, and Economics (PPE) which aims to solve societal problems with a interdisciplinary approach
• Open Science ambassador and (in past) scientific member of UG Library working group to promote OA and remove potential hurdles
• Chair of the Young Academy Groningen (2024-2025)
• Faculty Council member (2015 - 2023)

Public outreach (selection)

• Young Academy Groningen flashtalk at Noorderzon (August 30, 2024) entitled "Shop til you drop: de psychologie van kledingaankopen".
• Project “Knowlands”: For the gamma direction of the UG Scholierenacademie, I explain how social experimental research works using an example of one of my own research lines on donating behavior. Topics: random assignment, how to create different conditions, etc. High schools can use this as part of the preparation for the Profile Project (Dutch: Profiel werkstuk). Launched September 2021. See https://www.rug.nl/society-business/scholierenacademie/leraren/op-school/knowlands/ 
• Schoenen zijn pas echt circulair met zo weinig mogelijk materialen. Trouw. https://www.trouw.nl/duurzaamheid-natuur/schoenen-zijn-pas-echt-circulair-met-zo-weinig-mogelijk-materialen~b6f4ad416/ (appeared May 25, 2021)
• Bestelling versturen? De omverpakking doet meer dan je denkt. SWOCC blog, October 2020. https://www.swocc.nl/kennisbank-item/bestelling-versturen-de-omverpakking-doet-meer-dan-je-denkt/
• Moderator of the Aletta Jacobs College Tour with Khadija Arib, chair of the Dutch house of representatives, March 5, 2020. Summary video of the event
• Seven top tips for marketers and fundraisers to encourage non-profit donations. FEB blog, December 3, 2019. https://www.rug.nl/feb/blog/seven-top-tips-for-marketers-and-fundraisers-to-encourage-non-profit-donations-03-12-2019

Take a look at the complete CV for more information.