Mohammed VI Polytechnic University (UM6P) is an institution dedicated to research and innovation in Africa, aiming to position itself among the world’s leading universities in its fields. The University is committed to economic and human development and places research and innovation at the heart of Africa’s progress. This approach enables UM6P to strengthen Morocco’s leadership in these areas through a unique model based on partnerships and by fostering the development of skills essential for…
Africa’s future. Located in the municipality of Benguerir, at the heart of the Green City, Mohammed VI Polytechnic University aspires to make a lasting impact at the national, continental, and global levels.
About ARC_AIR – African Research Center on Air Quality and Climate: The African Research Center on Air Quality and Climate (ARC_AIR) is a research unit within UM6P dedicated to advancing scientific understanding and innovative solutions in the fields of air quality, atmospheric chemistry, and climate. ARC_AIR’s mission is to support sustainable development in Africa through high-impact research, capacity building, and technology transfer. The center brings together a multidisciplinary team of researchers, engineers, and students working on addressing environmental challenges such as industrial emissions, urban pollution, and climate change impacts. ARC_AIR also collaborates closely with national and international partners to strengthen Africa’s contribution to global atmospheric science and to develop tools and strategies that guide evidence-based policymaking.
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.
This position offers a unique opportunity to generate high-impact scientific knowledge while contributing directly to the development of next-generation sustainable agriculture solutions in Morocco, Africa, and beyond.
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.
The research program will focus on the following interconnected themes.
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.
Key research questions include:
- What motivates consumers to adopt or reject vertical farming products?
- How do perceptions of naturalness, sustainability, quality, and safety influence purchasing decisions?
- How do cultural and demographic characteristics affect acceptance?
Research Theme 2: Behavioral Sciences and Consumer Decision-Making
The candidate will develop and test behavioral models explaining consumer adoption and purchasing intentions.
Potential theoretical frameworks include:
- Theory of Planned Behavior (TPB)
- Technology Acceptance Model (TAM)
- Diffusion of Innovation Theory
- Behavioral Economics
- Consumer Decision Theory
- Social Practice Theory
- Innovation Adoption Frameworks
Research activities may include:
- Behavioral experiments.
- Consumer surveys.
- Choice modeling.
- Experimental economics.
- Digital behavior analysis.
Research Theme 3: Innovation and Market Creation
The candidate will investigate how new markets emerge around sustainable food innovations.
Topics may include:
- Market formation processes.
- Consumer education strategies.
- Sustainable branding and positioning.
- Entrepreneurial ecosystems supporting AgriTech innovation.
- Innovation diffusion mechanisms.
- Business model innovation.
Particular attention will be given to the Moroccan and African contexts.
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.
Expected outputs include:
- Market segmentation frameworks.
- Consumer profiling models.
- Pricing and positioning strategies.
- Adoption acceleration mechanisms.
- Demand forecasting models.
- Evidence-based marketing recommendations.
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.
Expected scientific outputs include:
Publications
Production of:
- Publications in high-impact international journals (Q1/Q2 preferred).
- Review and synthesis papers.
- Policy-oriented scientific reports.
Target publication areas include:
- Consumer Behavior
- Behavioral Sciences
- Psychology
- Sustainable Food Systems
- Innovation Studies
- Entrepreneurship
- AgriTech
- Sustainability Transitions
- Marketing Science
Research Funding and Project Development
The postdoctoral fellow will contribute to:
- Development of competitive research proposals.
- Identification of national and international funding opportunities.
- Building interdisciplinary research partnerships.
- Expansion of international 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.
- Research valorization and commercialization 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:
- Cover Letter.
- Detailed Curriculum Vitae.
- Research Statement outlining your vision for the project.
- List of Publications.
- Contact Information for Two Academic Referees.