Professor

Natalia Mæhle

Handelshøgskulen HVL
Natalia Mæhle
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Arbeids- og kompetanseområde

Professor Natalia Mæhle driver med undervisning og forskning innenfor digitale innovasjoner, crowdfunding, bærekraft, markedsføring og forbrukeratferd. Prof. Maehle er involvert i flere store forskningsprosjekter, blant annet to EU prosjekter. Hun leder et Horisont Europa prosjekt FOODMISSION som tar sikte på å engasjere forbrukere som endringsagenter for transformasjonen av matsystemet gjennom en ny spillifisert virtuell plattform (https://cordis.europa.eu/project/id/101181774). Hun også leder AQUABALANCE prosjektet (https://aqua-balance.org/) som ser på økonomisk, miljømessig og sosial bærekraft i europeisk akvakulturnæringen. Prof. Maehle har i tillegg vært involvert i følgende prosjekter: KARBONMAT (https://ruralis.no/prosjekter/karbonmat/), COOLCROWD (https://coolcrowd.no/en/), SUSCHOICE (http://sites.les.univr.it/suschoice/) and CROWDCUL (https://crowdcul.org/).



Underviser i 

  • Sustainable and Digital Transformations for Responsible Organizations
  • Masteroppgave: Forskningsprosjekt og litteraturgjennomgang


Forskar på

Digitale innovasjoner, bærekraft, crowdfunding, kultursektor, markedsføring av mat, forbrukeratferd


Forskargrupper

  • Seksjon for innovasjonsstudier
Underviser i
  • INN525, Forprosjekt masteroppgåve: Forskningsprosjekt og litteraturgjennomgang (deltid), Høst 2025

Publikasjonar

  • 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