ARC AIR - Postdoctoral Research Fellow in Behavioral Sciences, Innovation and Market Adoption

About the Position

The successful transition towards sustainable food systems requires not only technological innovation but also a deep understanding of human behavior, social acceptance, consumer preferences, and market dynamics.

Vertical Farming is emerging globally as a transformative solution capable of addressing critical challenges related to food security, climate change, water scarcity, urbanization, and agricultural sustainability. However, despite its technological maturity, the large-scale adoption of vertical farming products remains strongly dependent on consumer acceptance, stakeholder engagement, market readiness, and behavioral change.

To address these challenges, we are seeking an outstanding Postdoctoral Research Fellow to conduct cutting-edge interdisciplinary research at the intersection of Behavioral Sciences, Sociology, Psychology, Consumer Behavior, Innovation Studies, Entrepreneurship, and Sustainable Food Systems.

The selected candidate will contribute to the scientific understanding of market adoption mechanisms for vertical farming technologies while supporting the development of evidence-based marketing, commercialization, and innovation strategies.

Research and Innovation Objectives

The postdoctoral fellow will develop and lead an ambitious research agenda addressing the behavioral, social, economic, and innovation dimensions of vertical farming adoption.

Research Theme 1: Social Acceptance of Vertical Farming

The candidate will investigate:

• Public perceptions of vertical farming technologies.
• Consumer trust and confidence in controlled-environment agriculture.
• Perceived risks and benefits associated with vertically farmed products.
• Social and cultural factors influencing acceptance.
• Drivers and barriers to market adoption.

Research Theme 2: Behavioral Sciences and Consumer Decision-Making

The candidate will develop and test behavioral models explaining consumer adoption and purchasing intentions.

Research Theme 3: Innovation and Market Creation

The candidate will investigate how new markets emerge around sustainable food innovations.

Research Theme 4: Commercialization and Go-to-Market Strategies

The postdoctoral fellow will contribute to the development of scientifically grounded commercialization strategies for vertical farming products.

Research Methodology

The selected candidate is expected to employ advanced mixed-method approaches including Quantitative Methods, Qualitative Methods as well as Experimental and Behavioral Methods.

Scientific Production and Research Excellence

The successful candidate is expected to contribute actively to the international scientific visibility of the institution.

Research Funding and Project Development

The postdoctoral fellow will contribute to development of competitive research proposals, identification of funding opportunities, building partnerships, and expansion of collaboration networks.

Innovation and Knowledge Transfer

The selected candidate will actively support technology adoption initiatives, market intelligence activities, innovation ecosystem development, industry engagement, evidence-based decision support tools, and research valorization activities.

Candidate Profile

Applicants must hold a PhD obtained within the last five years in one of the following fields: Sociology, Social Psychology, Behavioral Psychology, Consumer Behavior, Marketing, Behavioral Economics, Entrepreneurship, Management Sciences.

Application Package

Applicants must submit a single PDF file containing the following documents in the order listed below:

1. Cover Letter.
2. Detailed Curriculum Vitae.
3. Research Statement outlining your vision for the project.
4. List of Publications.
5. Contact Information for Two Academic Referees.