Prof. dr. ir. Hans van Trijp is the Chair of the Marketing and Consumer Behaviour Group of Wageningen University since 2001, a job he has combined for 15 year with a part-time affiliation as Senior Consumer Behaviour Scientist at Unilever Research and Development in Vlaardingen, The Netherlands. In terms of his scientific research output he has contributed high level publications both to the disciplinary academic field of marketing science and consumer behaviour, and to the applied fields of food and agribusiness.