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Nadricka Kristina

Nadricka Kristina

Assistant Professor. BSc Courses: Retail Management Specialization, Consumer Behavior, Market Research, Research Methods for Bachelor Theses. EMBA Course: Customer Experience Department of Business and Management

Kristina Nadricka is an Assistant Professor of Marketing at the Stockholm School of Economics in Riga. She earned her PhD in Marketing from Vrije Universiteit Amsterdam.

Her research focuses on consumer behavior and decision-making in sustainable food consumption. In particular, she examines how consumers interpret sustainability and how these inferences shape decision making across the consumption cycle. Her work has been published in Journal of Environmental Psychology and Food Quality and Preference.

Kristina has been teaching courses related to customer experience and consumer behavior since 2019 at the undergraduate, EMBA, and executive education levels. She is a certified design thinking facilitator with extensive experience leading customer-centric innovation and service transformation.

Before joining academia full-time, she spent 18 years in industry, holding leadership roles in marketing, customer experience management, service and product development, and innovation strategy. She brings this industry experience into her research and teaching.

Research interests:

  • Consumer behavior
  • Sustainable consumption
  • Food decision making
  • Food waste


Publications:

Nadricka, K., Millet, K., & Verlegh, P. W. (2020). When organic products are tasty: Taste inferences from an Organic= Healthy Association. Food Quality and Preference, 83, 103896.

Nadricka, K., Millet, K., & Aydinli, A. (2024). Are consumers more or less averse to wasting organic food?. Journal of Environmental Psychology, 93, 102222.

Nadricka, K. (2026). Three Hidden Pitfalls in Sustainable Food Consumption.