Arbeids- og kompetanseområde

Professor Natalia Mæhle driver med undervisning og forskning innenfor digitale innovasjoner, crowdfunding, bærekraft, markedsføring og forbrukeratferd. Maehle er involvert i flere store forskningsprosjekter. Hun ledet to arbeidspakker i COOLCROWD-prosjektet (https://coolcrowd.no) finansiert av Norges forskningsråd. Prosjektet ser på hvordan crowdfunding kan brukes til å støtte lokale klimatiltak. Maehle også leder den norske delen av et stort europeisk forskningsprosjekt om bærekraftig mat (SUSCHOICE, støttet av Horizon2020 ERA-NET CoFund SUSFOOD2, http://sites.les.univr.it/suschoice/) og et NFR-prosjekt om crowdfunding i kultursektoren (CROWDCUL, https://crowdcul.org/).

Underviser i

  • Kommersialisering og finansiering av teknologi og innovasjoner
  • Innovation and Responsible Industry Development

Forskar på

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

Forskargrupper

Publikasjonar

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

    Mæhle, Natalia (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)
  • 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)
  • 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)
  • Case Studies in the Beer Sector

    Capitello, Roberta, Mæhle, Natalia (2020)
  • Introduction: Global trends in the beer market

    Capitello, Roberta, Mæhle, Natalia (2020)
  • Self-tracking in effortful activities: Gender differences in consumers' task experience

    Jin, Daoyan, Halvari, Halgeir, Mæhle, Natalia, Niemiec, Christopher (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)
  • Exploring the Concept of Sustainable Food Consumption

    Mæhle, Natalia (2020)
  • Grønn folkefinansiering for bærekraftig verdiskaping

    Mæhle, Natalia (2020)
  • Macro Determinants of Sustainable Food Consumption: The Case of Norway

    Mæhle, Natalia (2020)
  • SUSCHOICE project: Short overview

    Mæhle, Natalia (2020)
  • SUSCHOICE prosjekt: Oversikt og foreløpige resultater

    Mæhle, Natalia (2020)
  • SUSCHOICE: Preliminary results for Norway

    Mæhle, Natalia (2020)
  • Sustainable brewing practices in Norway: using local ingredients and traditional brewing techniques

    Mæhle, Natalia (2020)
  • Sustainable crowdfunding: insights from the project perspective

    Mæhle, Natalia (2020)
  • Strategical implications and future developments for the beer sector

    Mæhle, Natalia, Capitello, Roberta (2020)
  • 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)
  • 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)
  • Editorial: Advancing crowdfunding research: new insights and future research agenda

    Shneor, Rotem, Mæhle, Natalia (2020)
  • Economics and consumer perspectives. Achievements and plans.

    Ekerhovd, Nils-Arne, Mæhle, Natalia, Skjeret, Frode Andre (2019)
  • Bærekraftig mat: Forbruksmønstre, utfordringer og muligheter

    Mæhle, Natalia (2019)
  • COOLCROWD: Crowdfunding climate-friendly technologies for local farmers

    Mæhle, Natalia (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)
  • 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

    Mæhle, Natalia (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)
  • Quantification and Experience in Effortful Task: Moderating Role of Causality Orientation, Gender

    Jin, Daoyan, Halvari, Halgeir, Mæhle, Natalia, Niemiec, Christopher (2017)
  • COOLCROWD Local crowdfunding for a low-emission society: Investigating the concept of local climate crowdfunding for Norway

    Mæhle, Natalia (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)
  • 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)
  • Brand selfies: consumer experiences and marketplace conversations

    Presi, Caterina, Mæhle, Natalia, Kleppe, Ingeborg Astrid (2016)
  • Forbrukernes preferanser for ulike produktegenskaper ved valg av matvarer – en conjoint-studie

    Mæhle, Natalia (2015)
  • Gamification in Marketing: How Games Help to Engage Consumers.

    Mæhle, Natalia (2015)
  • Gamification: Driving Consumer Engagement and Participation in a Brand.

    Mæhle, Natalia (2015)
  • Exploring consumer preferences for hedonic and utilitarian food attributes

    Mæhle, Natalia, Iversen, Nina Marianne, Hem, Leif Egil, Otnes, Cele (2015)
  • Advertising strategies for brand image repair: The effectiveness of advertising alliances

    Mæhle, Natalia, Suphellen, Magne (2015)
  • 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)
  • Consumers` perceptions of the dimensions of brand personality

    Mæhle, Natalia, Otnes, Cele, Suphellen, Magne (2011)
  • Consumers' perceptions of the dimensions of brand personality

    Mæhle, Natalia, Otnes, Cele, Supphellen, Magne (2011)
  • In search of the sources of brand personality

    Mæhle, Natalia, Supphellen, Magne (2011)
  • From commodity to brand: antecedents and outcomes of consumers’ label perception

    Norberg, Hans Martin, Mæhle, Natalia, Korneliussen, Tor (2011)
  • On Congruence between Brand and Human Personalities

    Mæhle, Natalia, Shneor, Rotem (2010)
  • Forming Brand Personality: Company-based vs. Consumer-based sources

    Supphellen, Magne, Mæhle, Natalia, Xie, Chunyan (2009)