Carmen Rehder López, M.Sc.

Carmen Rehder López studied business administration (B.Sc.) at the University of Mannheim, where she spent a semester abroad at the Schulich School of Business in Toronto, Canada. She then completed a Master's double degree program at the University of Mannheim with the Norwegian School of Economics (NHH). During her studies, she focused on marketing, consumer behavior, and innovation management.

In her Master's thesis, “Masculinity Meets Sustainability: Overcoming the Green-Feminine Stereotype in Masculine Product Categories – Investigating Identity-Based Barriers and Nudge-Based Interventions in Sustainable Consumption,” she examined symbolic and identity-related barriers to sustainable consumption, focusing in particular on how gender norms influence consumer acceptance of plant-based alternatives, and how these barriers can be overcome.

During her Master’s studies, she gained practical experience at SAP, supporting business development with a focus on digital sales, content creation, and campaign coordination. She also acquired teaching experience as a student tutor at the Chair of Marketing & Innovation. Earlier, during her bachelor’s studies she gathered additional professional experience through internships and working student positions in auditing and tax consulting. 

Since August 2025, Carmen has been working as a research associate and doctoral student at the Chair of Marketing & Innovation of Prof. Dr. Sabine Kuester. Her research interests lie in consumer behavior, with a particular focus on sustainable consumption, as well as innovation management and digital marketing strategies.