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Holder of a Ph.D. in Economics and Social Sciences (Marketing) from the Vienna University of Economics and Business, Verena Gruber is Associate Professor in the Department of Marketing at HEC Montréal and is affiliated with the Pôle e3c (Expertise in Energy and Environment). Her expertise lies in the area of consumer behaviour, with a particular focus on sustainability. She has been involved in several research projects related to this field, and more specifically in conducting field experiments with BIXI and Communauto, in order to understand how to get users to adopt more sustainable behaviors.