Professeur Assistant

  • Département Marketing

Domaines d'enseignement

Customer Experience

Marketing Research

Domaines de recherche

Sustainable Marketing

Digital Marketing

International Marketing

Consumer Behavior

Sustainable Consumption
Digital Marketing
International Marketing
Sustainable Marketing
Consumer Psychology
Corporate Social Responsibility (CSR)
Consumer Ethics
Car Sharing
Sharing Economy
Rebound Effects


Wassili Lasarov, born on 01/01/1987 in Dresden (Germany), has been working as a Professor (assistant) at the Department of Marketing at Audencia EESC (Nantes, France) since 2022. He studied Business Administration at TU Dresden (Germany) from 2006 to 2011. From 2012 to 2014, Wassili Lasarov worked as a marketing consultant and global account manager at GFK SE, one of the globally leading market research institutes, in Nuremberg (Germany). From 2014 to 2022, Wassili Lasarov worked as a postdoctoral researcher at the Department of Marketing, Kiel University (Germany). 


LASAROV, W. (2021). Nachhaltiger Konsum im digitalen Zeitalter (1 ed.). dans Manfred Bruhn, Karsten Hadwich (Eds.), Künstliche Intelligenz im Dienstleistungsmanagement (pp. 235-261). Springer Fachmedien Wiesbaden.

LASAROV, W., TRABANDT, M. (2020). Consumer Digital Responsibility. dans L. Heidbrink, S. Müller (Eds.), Consumer Social Responsibility, Zur gesellschaftlichen Verantwortung von Konsumenten. Metropolis.


Reimers, H., LASAROV, W., Hoffmann, S. (2022) . Moral-psychological mechanisms of rebound effects from a consumer-centered perspective: A conceptualization and research directions, Frontiers in Psychology, 13

Hoffmann, S., LASAROV, W., Reimers, H. (2022) . Carbon footprint tracking apps. What drives consumers' adoption intention?, Technology in Society, 69 101956

LASAROV, W., Mai, R., Hoffmann, S. (2022) . The backfire effect of sustainable social cues. New evidence on social moral licensing, Ecological Economics, 195 107376


LASAROV, W., Hoffmann, S. (2021) . Paradoxes Datenschutzverhalten, HMD Praxis der Wirtschaftsinformatik, 58 (6), 1535-1551

Reimers, H., Jacksohn, A., Appenfeller, D., LASAROV, W., Hüttel, A., Rehdanz, K., Balderjahn, I., Hoffmann, S. (2021) . Indirect rebound effects on the consumer level: A state-of-the-art literature review, Cleaner and Responsible Consumption, 3 100032

LASAROV, W., Mai, R., Krause, J., Schmidt, U., Hoffmann, S. (2021) . Too Cold to be Skeptical: How Ambient Temperature Moderates the Effects of CSR Communication, Ecological Economics, 183 106943

LASAROV, W. (2021) . Im Spannungsfeld zwischen Sicherheit und Freiheit, HMD Praxis der Wirtschaftsinformatik, 58 (2), 377-394

LASAROV, W., Hoffmann, S., Orth, U. (2021) . Vanishing Boycott Impetus: Why and How Consumer Participation in a Boycott Decreases Over Time, Journal of Business Ethics

REIMERS, H., LASAROV, W., HOFFMANN, S. (2021) . Rebound-Effekte – Eine psychologische Erklärung, WiSt - Wirtschaftswissenschaftliches Studium


LASAROV, W., Hoffmann, S. (2020) . Social Moral Licensing, Journal of Business Ethics, 165 (1), 45-66

LASAROV, W. (2020) . Digital Marketing, WiSt - Wirtschaftswissenschaftliches Studium, 50 (4), 13-18


Mai, R., Hoffmann, S., LASAROV, W., Buhs, A. (2019) . Ethical Products = Less Strong: How Explicit and Implicit Reliance on the Lay Theory Affects Consumption Behaviors, Journal of Business Ethics, 158 (3), 659-677

LASAROV, W., Mai, R., García de Frutos, N., Egea, J., Hoffmann, S. (2019) . Counter-arguing as barriers to environmentally motivated consumption reduction: A multi-country study, International Journal of Research in Marketing, 36 (2), 281-305

Hoffmann, S., Mai, R., LASAROV, W., Krause, J., Schmidt, U. (2019) . Hungry bellies have no ears. How and why hunger inhibits sustainable consumption, Ecological Economics, 160 96-104


Philosophiae Degree, Sciences de Gestion, Marketing
Kiel University, Allemagne (2018)

Sustainable Consumer Behavior

Master of Science, Sciences de Gestion, Marketing
TU Dresden, Allemagne (2012)

Prix et distinctions

  • Best Paper Award at the 2022 AMA Winter Academic Conference, Track: Global and International Marketing , 2022
  • Best Paper Award at the 2021 AMA Winter Academic Conference, Track: Digital and Social Media Marketing , 2021
  • Faculty Award for the Best Dissertation, Faculty of Business, Economics and Social Sciences, Kiel University , 2019
  • Young Researcher Award, Scientific Commission of International Management Germany , 2019
  • Shortlist for the VHB Young Talent Award, German Academic Association for Business Research , 2019
  • Outstanding Teaching Award for Innovative Teaching: Class of Marketing , 2019
  • Outstanding Teaching Award for Innovative Teaching: WebQuests in Marketing , 2018
  • Outstanding Teaching Award for Innovative Teaching: Classroom Experiments , 2017
  • Outstanding Teaching Award for Innovative Teaching: Lectures 2.0 , 2016
  • Outstanding Teaching Award for Innovative Teaching: The Marketing-Wiki , 2015