Brigitta Unger-Plasek is a researcher in consumer behaviour and sustainability, focusing on awareness and ethical decision-making. Her research spans three main areas. Firstly, she delves into understanding consumer behaviour, especially how individual preferences shape market decisions. Secondly, she investigates sustainability from a consumer perspective, analysing perceptions of food products and factors influencing a shift to sustainable lifestyles. Thirdly, she explores ethical consumer behaviour, examining moral dilemmas and motivations behind ethical purchasing decisions, and their impact on market strategies.