Professor

Natalia Mæhle

HVL Business School
Natalia Mæhle
Tel: +47 55 58 72 14
Email: Send email
Bergen
KRONSTAD D428
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Field of work

Prof. Natalia Mæhle is doing teaching and research on digital innovations, crowdfunding, sustainability, food marketing, and consumer behaviour. Prof. Maehle is involved in several large research projects, including two EU projects. She currently leads Horizon Europe project FOODMISSION which aims at engaging citizens to act as agents of change for the food system transformation through a novel gamified educational citizen science virtual platform (https://cordis.europa.eu/project/id/101181774). She also leads AQUABALANCE project (https://aqua-balance.org/) which addresses economic, environmental and social sustainability in the European aquaculture. Other projects Prof. Maehle has been involved in include: KARBONMAT (https://ruralis.no/prosjekter/karbonmat/), COOLCROWD (https://coolcrowd.no/en/), SUSCHOICE (http://sites.les.univr.it/suschoice/) and CROWDCUL (https://crowdcul.org/).



Courses taught 

  • Sustainable and Digital Transformations for Responsible Organizations
  • Master Thesis: Research Project and Literature Review


Research areas

Digital innovation, sustainability, crowdfunding, cultural sector, food marketing, consumer behaviour


Research groups

Section for Innovation Studies

Courses taught
  • INN525, Pre-project masterthesis: Research project and literature review (part-time), Fall 2025

Publications

  • The relational forms of cultural-creative crowdfunding: A typology of practices through mapping platforms in Europe and Latin America

    Alice Demattos Guimaraes, Natalia Mæhle, Lluís Bonet (2024)
    Poetics 2024 ;Volum 105.

  • Cross-industry innovation for sustainable repositioning through cluster collaboration

    Kaya Haugland Færøvik, Natalia Mæhle (2024)
    Economics of Innovation and New Technology 2024

  • What drives crowdfunding intentions of artist-entrepreneurs? – Evidence from Norway

    Rotem Shneor, Natalia Mæhle, Ziaul Haque Munim, Anders Rykkja (2024)
    International Journal of Entrepreneurship and Innovation 2024

  • Sustainable business models for carbon sequestration in soils to enable food system transformation

    Natalia Mæhle, Pia Otte (2024)

  • Developing sustainable business models (SBMs) for carbon farming in Norway – an analysis of national environmental laws and European carbon certification standards

    Pia Otte, Natalia Mæhle (2024)

  • Crowdfunding of Climate Mitigation Measures in Agriculture: Developing a Sustainable Business Model Concept

    Pia Otte, Natalia Mæhle (2024)
    Journal of Business Models 2024 ;Volum 12 No. 2. s. 57-78

  • Cultural Crowdfunding: Does Experience Matter?

    Anders Rykkja, Rotem Shneor, Natalia Mæhle, Ziaul Haque Munim (2024)
    Beta 2024 ;Volum 37. s. 1-18

  • Brainstorming Session: Future of Crowdfunding in the Cultural and Creative Industries

    Alice Demattos Guimaraes, Natalia Mæhle (2023)

  • Brainstorming Session: Future of Crowdfunding in the Cultural and Creative Industries

    Alice Demattos Guimaraes, Natalia Mæhle (2023)

  • Round table: Crowdfunding Cultural Industries - the CROWDCUL project

    Natalia Mæhle, Rotem Shneor, Ziaul Haque Munim, Daniel Nordgård, Lluis Bonet, Elisabetta Lazarro (2023)

  • Round table: Crowdfunding Cultural Industries - the CROWDCUL project

    Natalia Mæhle, Rotem Shneor, Ziaul Haque Munim, Daniel Nordgård, Lluis Bonet, Elisabetta Lazarro (2023)

  • Crowdfunding Cultural Industries: the CROWDCUL project

    Natalia Mæhle (2023)

  • More than raising money: The role of crowdfunding in the development of cultural projects

    Alice Demattos Guimaraes, Natalia Mæhle (2023)

  • Crowdfunding: An innovative digital approach to finance and promote art

    Natalia Mæhle (2023)

  • Crowdfunding i kultursektoren

    Natalia Mæhle (2023)

  • The future of cultural-creative crowdfunding: dilemmas and prospectives

    Alice Demattos Guimaraes, Natalia Mæhle, Lluis Bonet (2023)

  • The global phenomenon of cultural-creative crowdfunding: an international analysis of success, sectorial adoption, and Covid-19 effects

    Alice Demattos Guimaraes, Natalia Mæhle, Anders Rykkja, Lluis Bonet, Ziaul Haque Munim (2023)

  • More than raising money: The role of crowdfunding in the development of cultural projects

    Alice Demattos Guimaraes, Natalia Mæhle (2023)

  • More than raising money: The role of crowdfunding in the development of cultural projects

    Alice Demattos Guimaraes, Natalia Mæhle (2023)

  • A bibliometric literature review of culture crowdfunding literature

    Ziaul Haque Munim, Alice Demattos Guimaraes, Anders Rykkja, Natalia Mæhle (2023)

  • Consumer Acceptance of Food Fortified with Unused Bioresources: Focus Group Study

    Natalia Mæhle, Sewuese Okubanjo, Eva Falch (2023)

  • Consumer perceptions of taste and texture of foods fortified with MFO from Residual Raw materials

    Sewuese Okubanjo, Natalia Mæhle, Eva Falch (2023)

  • Consumer Expectations of Foods Fortified with Microencapsulated Fish Oil from Residual Raw Materials

    Sewuese Okubanjo, Natalia Mæhle, Eva Falch (2023)

  • Exploring consumer acceptance of food containing marine residual raw materials: Motivations and barriers

    Natalia Mæhle, Sewuese Okubanjo, Eva Falch (2023)

  • Evaluering av en pilotstudie for lokal folkefinansiering av klimatiltak i norsk landbruk

    Pia Otte, Natalia Mæhle, Rita Moseng Sivertsvik (2023)
    RURALIS - Institutt for rural- og regionalforskning

  • Pilot testing of a local crowdfunding concept for financing climate mitigation in Norwegian agriculture

    Pia Otte, Natalia Mæhle, Rita Moseng Sivertsvik (2023)

  • Crowdfunding Adoption by Artists: A comparison of Norway and Brazil

    Rotem Shneor, Ziaul Haque Munim, Natalia Mæhle, Anders Rykkja, Alice Demattos Guimaraes, Carolina Dalla Chiesa (2022)

  • Development of cultural crowdfunding in Norway in the period 2016-2021: Trends and narratives

    Alice Demattos Guimaraes, Natalia Mæhle (2022)

  • Designing a sustainable business model concept for crowdfunding of climate mitigation measures in agriculture

    Pia Otte, Natalia Mæhle (2022)

  • Mikroinnkapsling av omega-3 fra restråstoff for bruk i mat - prosjektet Omega

    Heidi Johnsen, Wilhelm Glomm, Peter Patrick Molesworth, Rasa Slizyte, Revilija Mozuraityte, Eva Falch (2022)

  • Microalgae-based food: Purchase intentions and willingness to pay

    Natalia Mæhle, Frode Andre Skjeret (2022)
    Future Foods 2022 ;Volum 6. s. 1-10

  • Consumer Acceptance of Functional Food: The Case of Products Fortified with Microencapsulated Fish Oil

    Natalia Mæhle, Sewuese Okubanjo, Eva Falch (2022)

  • Consumer Engagement in Sustainable Initiatives through Crowdfunding

    Natalia Mæhle, Pia Otte (2022)

  • Crowdfunding as a New Phenomenon in Cultural Economics: Narratives and Evolution

    Alice Demattos Guimaraes, Natalia Mæhle (2022)

  • Women, crowdfunding and creative entrepreneurship: a French-Nordic perspective

    Natalia Mæhle (2022)

  • An Identity Conflict? The tension between artistic values and entrepreneurial role in cultural crowdfunding

    Alice Demattos Guimaraes, Natalia Mæhle (2022)

  • Evolution, trends, & narratives of cultural crowdfunding: The case of Norway

    Alice Demattos Guimaraes, Natalia Mæhle (2022)

  • Roundtable: Crowdfunding in the Culture Sector

    Natalia Mæhle, Alice Demattos Guimaraes, Ziaul Haque Munim, Anders Rykkja, Lluis Bonet, Daniel Nordgård (2022)

  • Crowdfunding in the Culture Sector: CROWDCUL project

    Natalia Mæhle (2022)

  • Cultural Crowdfunding Development in Norway

    Alice Demattos Guimaraes, Natalia Mæhle (2022)

  • Crowdfunding Adoption by Artists: A comparative analysis of Norway and Brazil

    Rotem Shneor, Ziaul Haque Munim, Natalia Mæhle, Alice Demattos Guimaraes, Carolina Dalla Chiesa (2022)

  • Evolution, trends, and narratives of cultural crowdfunding: the case of Norway

    Alice Demattos Guimaraes, Natalia Mæhle (2022)
    International Journal of Cultural Policy 2022

  • Crowdfunding Adoption by Artists: A comparative analysis of Norway and Brazil

    Rotem Shneor, Ziaul Haque Munim, Natalia Mæhle, Anders Rykkja, Alice Demattos Guimaraes, Carolina Dalla Chiesa (2022)

  • Visual Communication in Social Media Marketing

    Natalia Mæhle, Caterina Presi, Ingeborg Astrid Kleppe (2022)

  • The combined effect of success factors in crowdfunding of cleantech projects

    Pia Otte, Natalia Mæhle (2022)
    Journal of Cleaner Production 2022 ;Volum 366.

  • The outcomes of cross-industry innovation for small and medium sized enterprises

    Kaya Haugland Færøvik, Natalia Mæhle (2022)
    Journal of Small Business and Entrepreneurship 2022 ;Volum 36. s. 675-704

  • Does Crowdfunding Experience Matter in the Cultural Crowdfunding? A Comparative Study

    Natalia Mæhle (2021)

  • Drivers of Norwegian Artists' Use of Crowdfunding for Financing their Projects

    Rotem Shneor, Anders Rykkja, Natalia Mæhle, Ziaul Haque Munim (2021)

  • Understanding sustainable food consumption: Analysis of social media discourse

    Natalia Mæhle (2021)

  • Media Discourse on Sustainable Consumption in Europe

    Maria-Claudia Diaconeasa, Gabriel Popescu, Natalia Mæhle, Signe Nelgen, Roberta Capitello (2021)
    Environmental Communication 2021 s. 1-20

  • Drivers of Norwegian Artists' Use of Crowdfunding for Financing their Projects

    Rotem Shneor, Anders Rykkja, Natalia Mæhle, Ziaul Haque Munim (2021)

  • Media discourse on sustainable consumption in Germany, Italy, Norway and Romania

    Natalia Mæhle (2021)

  • Developing Sustainable Food Systems in Europe: National Policies and Stakeholder Perspectives in a Four-Country Analysis

    Alina Zaharia, Maria Claudia Diaconeasa, Natalia Mæhle, Gergely Szolnoki, Roberta Capitello (2021)
    International Journal of Environmental Research and Public Health (IJERPH) 2021 ;Volum 18.

  • Crowdfunding Norwegian Music: Christer Falck talks about his new project ‘Norske Albumklassikere’

    Roozen Marjolein, Natalia Mæhle (2021)

  • Launch of CROWDCUL project

    Natalia Mæhle, Daniel Nordgård (2021)

  • Crowdfunding Cultural Production: Determinants of Crowdfunding Adoption by Artists

    Rotem Shneor, Anders Rykkja, Natalia Mæhle, Ziaul Haque Munim (2021)

  • Crowdfunding for climate change: Exploring the use of climate frames by environmental entrepreneurs

    Natalia Mæhle, Pia Otte, Boukje Huijben, Jorick de Vries (2021)
    Journal of Cleaner Production 2021 ;Volum 314.

  • COOLCROWD – en veiledning for lokal folkefinansiering av klimatiltak i landbruket

    Pia Otte, Natalia Mæhle, Sissel Hansen, Maja Farstad, Olav Bjerke Soldal, Per Espen Stoknes (2021)

  • For å realisere drømmen startet Eirik en crowdfunding-kampanje. Nå velger flere og flere å gjøre som han.

    Marita Ramsvik, Natalia Mæhle (2020)

  • Exploring the Concept of Sustainable Food Consumption

    Natalia Mæhle (2020)

  • Purchase intentions and willingness to pay for novel foods: The case of microalgae-based bread and beer

    Natalia Mæhle, Frode Skjeret (2020)

  • Strategical implications and future developments for the beer sector

    Natalia Mæhle, Roberta Capitello (2020)

  • Sustainable brewing practices in Norway: using local ingredients and traditional brewing techniques

    Natalia Mæhle (2020)

  • Introduction: Global trends in the beer market

    Roberta Capitello, Natalia Mæhle (2020)

  • Regulatory context and stakeholders’ perceptions regarding sustainable food in Europe

    Natalia Mæhle, Roberta Capitello, Ioana Todirica, Gergely Szolnoki, Signe Nelgen, Maria Claudia Diaconeasa (2020)

  • SUSCHOICE project: Short overview

    Natalia Mæhle (2020)

  • SUSCHOICE prosjekt: Oversikt og foreløpige resultater

    Natalia Mæhle (2020)

  • SUSCHOICE: Preliminary results for Norway

    Natalia Mæhle (2020)

  • Microalgae-Based Food: Purchase Intentions and Willingness to Pay

    Natalia Mæhle, Frode Skjeret (2020)

  • Macro Determinants of Sustainable Food Consumption: The Case of Norway

    Natalia Mæhle (2020)

  • Self-tracking in effortful activities: Gender differences in consumers' task experience

    Daoyan Jin, Halgeir Halvari, Natalia Mæhle, Christopher Niemiec (2020)
    Journal of Consumer Behaviour 2020

  • Grønn folkefinansiering for bærekraftig verdiskaping

    Natalia Mæhle (2020)

  • Sustainable crowdfunding: insights from the project perspective

    Natalia Mæhle (2020)
    Baltic Journal of Management 2020 ;Volum 15. s. 281-302

  • Crowdfunding Sustainability

    Natalia Mæhle, Pia Otte, Natalia Drozdova (2020)

  • Crowdfunding in the Cultural Industries

    Anders Rykkja, Natalia Mæhle, Ziaul Haque Munim, Rotem Shneor (2020)

  • Self-tracking behaviour in physical activity: a systematic review of drivers and outcomes of fitness tracking

    Daoyan Jin, Halgeir Halvari, Natalia Mæhle, Anja Hagen Olafsen (2020)
    Behaviour and Information Technology 2020 ;Volum 39.

  • Case Studies in the Beer Sector

    Roberta Capitello, Natalia Mæhle (2020)
    Elsevier

  • Editorial: Advancing crowdfunding research: new insights and future research agenda

    Rotem Shneor, Natalia Mæhle (2020)
    Baltic Journal of Management 2020 ;Volum 15. s. 141-147

  • Bærekraftig mat: Forbruksmønstre, utfordringer og muligheter

    Natalia Mæhle (2019)

  • Time to retire the concept of brand personality? Extending the critique and introducing a New framework

    Ove Oklevik, Magne Supphellen, Natalia Mæhle (2019)
    Journal of Consumer Behaviour 2019 s. 1-8

  • Cultural Crowdfunding - What do we know?

    Anders Rykkja, Ziaul Haque Munim, Natalia Mæhle, Rotem Shneor (2019)

  • Cultural Crowdfunding - What do we know?

    Anders Rykkja, Ziaul Haque Munim, Natalia Mæhle, Rotem Shneor (2019)

  • Determinants of sustainable food consumption: Theoretical framework

    Natalia Mæhle, Roberta Capitello (2019)

  • Economics and consumer perspectives. Achievements and plans.

    Nils-Arne Ekerhovd, Natalia Mæhle, Frode Andre Skjeret (2019)

  • COOLCROWD: Crowdfunding climate-friendly technologies for local farmers

    Natalia Mæhle (2019)

  • Norwegian farmers’ willingness to participate in a local climate crowdfunding program - results from a national survey

    Pia Otte, Alexander Zahl-Thanem, Sissel Hansen, Natalia Mæhle (2019)

  • Skal forske på bærekraftig matforbruk blant europeisk ungdom

    Natalia Mæhle, Lisbeth Amland Heilund (2018)

  • Veien til bærekraftig matforbruk blant unge europeere

    Natalia Mæhle (2018)

  • Towards sustainable food and drink choices: Theoretical framework

    Natalia Mæhle, Roberta Capitello (2018)

  • Characteristics of the Innovation Processes in Oil and Gas Firms During a Market Downturn

    Kaya Haugland Færøvik, Natalia Mæhle (2018)

  • The use of co-framing for promoting crowdfunding of climate friendly agri-food production

    Pia Otte, Natalia Mæhle, Boukje Huijben (2018)

  • Contemporizing Scholarship on Consumption Rituals - Stigmatization of a Cultural Ritual

    Ingeborg Astrid Kleppe, Natalia Mæhle, Cornelia C. Otnes (2018)

  • Local crowdfunding for a low-emission society. Investigating the concept of local climate crowdfunding for Norway

    Natalia Mæhle, Pia Otte (2018)

  • Green Crowdfunding: Extending Consumers’ Role in Driving Sustainable Innovations

    Natalia Mæhle, Ingeborg Astrid Kleppe, Natalia Drozdova (2018)

  • Business Model of Green Crowdfunding: Building Sustainable Economy through Consumer Involvement

    Natalia Mæhle, Ingeborg Astrid Kleppe, Natalia Drozdova (2018)

  • Green crowdfunding: New consumer roles in sustainable economy

    Natalia Mæhle, Ingeborg Astrid Kleppe, Natalia Drozdova (2018)

  • Crowdfunding sustainable future: The role of ordinary consumers in green fundraising

    Natalia Mæhle, Ingeborg Astrid Kleppe, Natalia Drozdova (2018)

  • Quantification and Experience in Effortful Task: Moderating Role of Causality Orientation, Gender

    Daoyan Jin, Halgeir Halvari, Natalia Mæhle, Christopher Niemiec (2017)
    Advances in Consumer Research 2017

  • Towards a New Framework of Eco-Food Consumption: The Importance of Contextual Drivers.

    Natalia Mæhle, Cele Otnes, Nina Marianne Iversen, Leif Egil Hem (2017)
    Advances in Consumer Research 2017 ;Volum 45. s. 766-767

  • COOLCROWD Local crowdfunding for a low-emission society: Investigating the concept of local climate crowdfunding for Norway

    Natalia Mæhle (2017)

  • Developing cross-industry innovation capability: regional drivers and indicators within firms

    Elisabeth S. Hauge, Nina Kyllingstad, Natalia Mæhle, Ann Camilla Schulze-Krogh (2017)
    European Planning Studies 2017 ;Volum 25. s. 388-405

  • Economics and consumer perspective. Achievements and plans.

    Nils-Arne Ekerhovd, Natalia Mæhle, Frode Andre Skjeret (2016)

  • Brand selfies: consumer experiences and marketplace conversations

    Caterina Presi, Natalia Mæhle, Ingeborg Astrid Kleppe (2016)
    European Journal of Marketing 2016 ;Volum 50. s. 1814-1834

  • Crowdsourcing Innovation and Product Development: Gamification as a Motivational Driver.

    Maya Kavaliova, Farzad Virjee, Natalia Mæhle, Ingeborg Astrid Kleppe (2016)
    Cogent Business & Management 2016 ;Volum 3.

  • Gamification in Marketing: How Games Help to Engage Consumers.

    Natalia Mæhle (2015)
    Advances in Consumer Research 2015 ;Volum 43. s. 798-798

  • Gamification: Driving Consumer Engagement and Participation in a Brand.

    Natalia Mæhle (2015)

  • Investigating the Role of Intermediaries in Open Innovation Projects with SMEs: An Empirical Study of Creative and Artisan Firms in Norway.

    Inger Beate Pettersen, Natalia Mæhle (2015)

  • Forbrukernes preferanser for ulike produktegenskaper ved valg av matvarer – en conjoint-studie

    Natalia Mæhle (2015)

  • Exploring consumer preferences for hedonic and utilitarian food attributes

    Natalia Mæhle, Nina Marianne Iversen, Leif Egil Hem, Cele Otnes (2015)
    British Food Journal 2015 ;Volum 117. s. 3039-3063

  • Advertising strategies for brand image repair: The effectiveness of advertising alliances

    Natalia Mæhle, Magne Suphellen (2015)
    Journal of Marketing Communications 2015 ;Volum 21. s. 450-462

  • Brand Concepts as Representations of Human Values: Do Cultural Congruity and Compatibility Between Values Matter?

    Carlos J. Torelli, Ayşegül Özsomer, Sergio W. Carvalho, Hean Tat Keh, Natalia Mæhle (2012)
    Journal of Marketing 2012 ;Volum 76. s. 92-108

  • From commodity to brand: antecedents and outcomes of consumers’ label perception

    Hans Martin Norberg, Natalia Mæhle, Tor Korneliussen (2011)
    Journal of Product & Brand Management 2011 ;Volum 20. s. 368-378

  • In search of the sources of brand personality

    Natalia Mæhle, Magne Supphellen (2011)
    International Journal of Market Research (IJMR) 2011 ;Volum 53. s. 95-114

  • Consumers` perceptions of the dimensions of brand personality

    Natalia Mæhle, Cele Otnes, Magne Suphellen (2011)
    Journal of Consumer Behaviour 2011 ;Volum 10. s. 290-303

  • Consumers' perceptions of the dimensions of brand personality

    Natalia Mæhle, Cele Otnes, Magne Supphellen (2011)
    Journal of Consumer Behaviour 2011 ;Volum 10. s. 290-303

  • On Congruence between Brand and Human Personalities

    Natalia Mæhle, Rotem Shneor (2010)
    Journal of Product & Brand Management 2010 ;Volum 19. s. 44-53

  • Forming Brand Personality: Company-based vs. Consumer-based sources

    Magne Supphellen, Natalia Mæhle, Chunyan Xie (2009)
    Advances in Consumer Research 2009 ;Volum 36. s. 899-900