Gunnar Jordan

Gunnar Jordan completed his Master of Arts in Psychology and Management at the University of Aberdeen in the United Kingdom. This program laid the foundation for studying and understanding behavior within societal and economic structures. He has already applied this knowledge in practice throughout his professional career.
As a project manager in consumer and concept research, he analyzed consumer preferences and advised clients on targeted product optimization. He also advanced the use of innovative research approaches—such as virtual and augmented reality—through methodological development.
Subsequently, he worked as a management consultant on the strategic transformation of the automotive industry, focusing on the analysis and interpretation of regional segmentations within behavioral economic frameworks. As a study author and speaker on mobility transformation, he participated in various industry conferences.
In a leadership role within the automotive sector, he then implemented sustainable transformations by designing and executing regional and global solutions that met both economic and environmental goals.
As part of his doctoral research, this practical experience contributes to the development of sustainable agricultural systems by integrating behavioral economic insights with systemic approaches to assess individual and structural drivers and barriers.

Research focus:

• Consumer behavior and decision-making processes
• Drivers and barriers for sustainable systems



Research project:

LaNdwirtschaft 4.0 Ohne chemisch-synthetischen PflanzenSchutz (NOcsPS)
A sustainable and high-quality supply of food and biomass is a central societal concern. The use of chemically synthetic plant protection products (csPPP) is increasingly criticized, particularly due to residues in food and risks to biodiversity.
The goal is to establish Agriculture 4.0, which avoids csPPP, follows biological principles, and applies mineral fertilizers in a targeted manner to maintain soil fertility. This requires a fundamental reorientation of crop production and comprehensive interdisciplinary research across multiple spatial scales.
The research consortium formed by the University of Hohenheim (UHOH), the University of Göttingen (UGOE), and the Julius Kühn Institute (JKI) aims to develop, analyze, and describe NOcsPPP farming systems in comparison to other production systems. These comparisons are conducted through system, exact, and on-farm trials at plot, field, farm, and landscape levels, and are assessed from ecological, economic, and social perspectives.