The Tangible Environmental Impacts of Branding

Tamar Makov

Yale University,

Tamar Makov is a PhD candidate at the Center for Industrial Ecology at Yale, where her research focuses on sustainable consumption and food systems. Before attending Yale, Makov was a consultant to the Israeli Ministry of Environmental Protection and the leader of the joint ministerial project for Well-being indicators. Prior to her work on Well-being, Makov was awarded a Koret-Milken institute fellowship where she focused on green building policy and sustainable consumerism. Mrs. Makov holds a BS.C in Nutritional Sciences from HUJI and a M.Phil. from Yale. Research interestsGenerally, my research focuses on the intersection between business and sustainability. More specifically, I combine big-data analysis with macro level behavioral experiments in an attempt to gain insight on sustainable consumption patterns and drivers for sustainable behavior.


From purchase preferences through willingness to pay, it is well established that intangible product qualities such as brand name, appearance, or style greatly affect the way consumers evaluate products and the utility they... [ view full abstract ]


  1. Tamar Makov (Yale University,)
  2. Tomer Fishman (Yale University, School of Forestry and Environmental Studies, Center for Industrial Ecology)
  3. Marian Chertow (Yale University,)
  4. Vered Blass (The Coller School of Management, Tel Aviv University, Tel Aviv, 69978, Israel)

Topic Areas

• Human behavior and rebound , • Open source data, big data, data mining and industrial ecology , • Sustainable consumption and production


TS-5 » Sustainable product design and labelling (09:45 - Tuesday, 27th June, Room H)

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