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. Maehle is involved in several large research projects. She led two work packages in the COOLCROWD project (https://coolcrowd.no/en/) funded by the Research Council of Norway. The project addresses how crowdfunding can be used to support local climate change mitigation practices. Moreover, Dr. Maehle leads a Norwegian part of a large European research project on sustainable food consumption (SUSCHOICE project, supported by Horizon2020 ERA-NET CoFund SUSFOOD2, http://sites.les.univr.it/suschoice/) and a research project about crowdfunding in the cultural sector (CROWDCUL, https://crowdcul.org/).

Courses taught
  • Commercialization and Financing of Technology and Innovations
  • Innovation and Responsible Industry Development
Research areas

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

Research groups

Mohn Centre for Innovation and Regional Development

Publications

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

    Demattos Guimaraes, Alice, Mæhle, Natalia (2023)

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

    Demattos Guimaraes, Alice, Mæhle, Natalia (2023)

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

    Demattos Guimaraes, Alice, Mæhle, Natalia (2023)

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

    Demattos Guimaraes, Alice, Mæhle, Natalia (2023)

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

    Demattos Guimaraes, Alice, Mæhle, Natalia (2023)

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

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

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

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

  • A bibliometric literature review of culture crowdfunding literature

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

  • Crowdfunding Cultural Industries: the CROWDCUL project

    (2023)

  • Crowdfunding i kultursektoren

    (2023)

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

    (2023)

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

    Mæhle, Natalia, Okubanjo, Sewuese, Falch, Eva (2023)

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

    Mæhle, Natalia, Okubanjo, Sewuese, Falch, Eva (2023)

  • Round table: Crowdfunding Cultural Industries - the CROWDCUL project

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

  • Round table: Crowdfunding Cultural Industries - the CROWDCUL project

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

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

    Okubanjo, Sewuese, Mæhle, Natalia, Falch, Eva (2023)

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

    Okubanjo, Sewuese, Mæhle, Natalia, Falch, Eva (2023)

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

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

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

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

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

    Demattos Guimaraes, Alice, Mæhle, Natalia (2022)

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

    Demattos Guimaraes, Alice, Mæhle, Natalia (2022)

  • Cultural Crowdfunding Development in Norway

    Demattos Guimaraes, Alice, Mæhle, Natalia (2022)

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

    Demattos Guimaraes, Alice, Mæhle, Natalia (2022)
    Universitetet i Agder. Isbn: 978-82-693153-0-1. s. 13-15

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

    Demattos Guimaraes, Alice, Mæhle, Natalia (2022)

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

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

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

    Færøvik, Kaya Haugland, Mæhle, Natalia (2022)
    Journal of Small Business and Entrepreneurship 2022

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

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

  • Crowdfunding in the Culture Sector: CROWDCUL project

    (2022)

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

    Otte, Pia, Mæhle, Natalia (2022)

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

    (2022)

  • Roundtable: Crowdfunding in the Culture Sector

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

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

    Mæhle, Natalia, Okubanjo, Sewuese, Falch, Eva (2022)

  • Consumer Engagement in Sustainable Initiatives through Crowdfunding

    Mæhle, Natalia, Otte, Pia (2022)

  • Visual Communication in Social Media Marketing

    Mæhle, Natalia, Presi, Caterina, Kleppe, Ingeborg Astrid (2022)
    Sage Publications. Isbn: 9781529743784. s. 291-306

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

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

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

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

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

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

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

    Shneor, Rotem, Munim, Ziaul Haque, Mæhle, Natalia, Rykkja, Anders, Demattos Guimaraes, Alice, Dalla Chiesa, Carolina (2022)
    Universitetet i Agder. Isbn: 978-82-693153-0-1. s. 29-30

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

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

  • Media Discourse on Sustainable Consumption in Europe

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

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

    (2021)

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

    (2021)

  • Understanding sustainable food consumption: Analysis of social media discourse

    (2021)

  • Launch of CROWDCUL project

    Mæhle, Natalia, Nordgård, Daniel (2021)

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

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

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

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

  • Crowdfunding Cultural Production: Determinants of Crowdfunding Adoption by Artists

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

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

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

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

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

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

    Zaharia, Alina, Diaconeasa, Maria Claudia, Mæhle, Natalia, Szolnoki, Gergely, Capitello, Roberta (2021)
    International Journal of Environmental Research and Public Health (IJERPH) 2021 Volum 18 ;(14)

  • Case Studies in the Beer Sector

    Capitello, Roberta, Mæhle, Natalia (2020)
    Elsevier. Isbn: 9780128177341

  • Introduction: Global trends in the beer market

    Capitello, Roberta, Mæhle, Natalia (2020)
    Elsevier. Isbn: 9780128177341. s. 0-0

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

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

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

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

  • Exploring the Concept of Sustainable Food Consumption

    (2020)

  • Grønn folkefinansiering for bærekraftig verdiskaping

    (2020)
    Fagbokforlaget. Isbn: 9788245024005. s. 159-172

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

    (2020)

  • SUSCHOICE project: Short overview

    (2020)

  • SUSCHOICE prosjekt: Oversikt og foreløpige resultater

    (2020)

  • SUSCHOICE: Preliminary results for Norway

    (2020)

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

    (2020)
    Elsevier. Isbn: 9780128177341. s. 239-252

  • Sustainable crowdfunding: insights from the project perspective

    (2020)
    Baltic Journal of Management 2020 Volum 15 ;(2)s. 281-302

  • Strategical implications and future developments for the beer sector

    Mæhle, Natalia, Capitello, Roberta (2020)
    Elsevier. Isbn: 9780128177341. s. 329-340

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

    Mæhle, Natalia, Capitello, Roberta, Todirica, Ioana, Szolnoki, Gergely, Nelgen, Signe, Diaconeasa, Maria Claudia, Zaharia, Alina, Popescu, Gabriel A, Constantin, Florentina (2020)

  • Crowdfunding Sustainability

    Mæhle, Natalia, Otte, Pia, Drozdova, Natalia (2020)
    Palgrave Macmillan. Isbn: 978-3-030-46309-0. s. 393-422

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

    Mæhle, Natalia, Skjeret, Frode (2020)

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

    Mæhle, Natalia, Skjeret, Frode (2020)

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

    Ramsvik, Marita, Mæhle, Natalia (2020)

  • Crowdfunding in the Cultural Industries

    Rykkja, Anders, Mæhle, Natalia, Munim, Ziaul Haque, Shneor, Rotem (2020)
    Palgrave Macmillan. Isbn: 978-3-030-46309-0. s. 423-440

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

    Shneor, Rotem, Mæhle, Natalia (2020)
    Baltic Journal of Management 2020 Volum 15 ;(2)s. 141-147

  • Economics and consumer perspectives. Achievements and plans.

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

  • Bærekraftig mat: Forbruksmønstre, utfordringer og muligheter

    (2019)
    Fagbokforlaget. Isbn: 9788245032901. s. 191-204

  • COOLCROWD: Crowdfunding climate-friendly technologies for local farmers

    (2019)

  • Determinants of sustainable food consumption: Theoretical framework

    Mæhle, Natalia, Capitello, Roberta (2019)

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

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

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

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

  • Cultural Crowdfunding - What do we know?

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

  • Cultural Crowdfunding - What do we know?

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

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

    Færøvik, Kaya Haugland, Mæhle, Natalia (2018)

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

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

  • Veien til bærekraftig matforbruk blant unge europeere

    (2018)

  • Towards sustainable food and drink choices: Theoretical framework

    Mæhle, Natalia, Capitello, Roberta (2018)

  • Skal forske på bærekraftig matforbruk blant europeisk ungdom

    Mæhle, Natalia, Heilund, Lisbeth Amland (2018)

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

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

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

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

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

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

  • Green crowdfunding: New consumer roles in sustainable economy

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

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

    Mæhle, Natalia, Otte, Pia (2018)

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

    Otte, Pia, Mæhle, Natalia, Huijben, Boukje (2018)

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

    Hauge, Elisabeth S., Kyllingstad, Nina, Mæhle, Natalia, Schulze-Krogh, Ann Camilla (2017)
    European Planning Studies 2017 Volum 25 ;(3)s. 388-405

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

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

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

    (2017)

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

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

  • Economics and consumer perspective. Achievements and plans.

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

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

    Kavaliova, Maya, Virjee, Farzad, Mæhle, Natalia, Kleppe, Ingeborg Astrid (2016)
    Cogent Business & Management 2016 Volum 3 ;(1)

  • Brand selfies: consumer experiences and marketplace conversations

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

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

    (2015)
    Fagbokforlaget. Isbn: 978-82-450-1844-8. s. 205-227

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

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

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

    (2015)

  • Exploring consumer preferences for hedonic and utilitarian food attributes

    Mæhle, Natalia, Iversen, Nina Marianne, Hem, Leif Egil, Otnes, Cele (2015)
    British Food Journal 2015 Volum 117 ;(12)s. 3039-3063

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

    Mæhle, Natalia, Suphellen, Magne (2015)
    Journal of Marketing Communications 2015 Volum 21 ;(6)s. 450-462

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

    Pettersen, Inger Beate, Mæhle, Natalia (2015)

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

    Torelli, Carlos J., Özsomer, Ayşegül, Carvalho, Sergio W., Keh, Hean Tat, Mæhle, Natalia (2012)
    Journal of Marketing 2012 Volum 76 ;(4)s. 92-108

  • Consumers` perceptions of the dimensions of brand personality

    Mæhle, Natalia, Otnes, Cele, Suphellen, Magne (2011)
    Journal of Consumer Behaviour 2011 Volum 10 ;(5)s. 290-303

  • Consumers' perceptions of the dimensions of brand personality

    Mæhle, Natalia, Otnes, Cele, Supphellen, Magne (2011)
    Journal of Consumer Behaviour 2011 Volum 10 ;(5)s. 290-303

  • In search of the sources of brand personality

    Mæhle, Natalia, Supphellen, Magne (2011)
    International Journal of Market Research (IJMR) 2011 Volum 53 ;(1)s. 95-114

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

    Norberg, Hans Martin, Mæhle, Natalia, Korneliussen, Tor (2011)
    Journal of Product & Brand Management 2011 Volum 20 ;(5)s. 368-378

  • On Congruence between Brand and Human Personalities

    Mæhle, Natalia, Shneor, Rotem (2010)
    Journal of Product & Brand Management 2010 Volum 19 ;(1)s. 44-53

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

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