Sandra Holub is a researcher and lecturer at the Institute of Marketing at the University of Applied Sciences Wiener Neustadt, Campus Wieselburg. Her work focuses on consumer behavior, with particular emphasis on food consumption, sustainability, and marketing communication.
Her research examines how consumers form perceptions and make decisions in complex environments, including topics such as regional food systems, collaborative consumption (e.g., FoodCoops), and the role of emotional and symbolic cues in product evaluation. A central focus of her work lies in empathic design and inclusive research approaches, including LGBTQIA+ perspectives, aiming to better understand diverse consumer experiences and foster more inclusive market practices.
Before entering academia, Sandra Holub held leading roles in marketing and sales, where she was responsible for brand development, communication strategy, e-commerce, and B2B initiatives. Her earlier professional experience includes strategic communication, partnerships, and event management across various industries. This background informs her research and strengthens her focus on bridging academic insights with practical application. Her work aims to connect theory and practice by deriving actionable insights for businesses and policymakers, particularly in the context of sustainable consumption and inclusive communication. She has published in international journals such as Psychology & Marketing and the British Food Journal and regularly presents her research at international conferences.
