GreenFluence Conference – Green Consumerism and Sustainable Marketing

On May 19, 2025, Reichman University hosted GreenFluence, a multi-sector conference aimed at promoting sustainable consumer behavior, advancing green marketing, and bridging academia, industry, and policy.

The event was led by Dr. Danna Tevet, Head of the International Program at the Arison School of Business and an expert in consumer behavior, and Prof. Guy Hochman, Head of the M.A. Program in Behavioral Economics. The conference was held in collaboration with the Arison ESG Center, the Arison School of Business, the Ivcher School of Psychology, and the Tiomkin School of Economics.

Opening remarks were delivered by Prof. Eli Bukspan,  Academic and General Director of the Arison ESG Center. The event was moderated by journalist and lecturer Aviv Lavie.

Key speakers included:

•    Dr. Danna Tevet presented recent survey findings on Israeli consumer attitudes and the potential for sustainable behavior change.
•    Prof. Yael Parag, Head of the Energy Division at the School of Sustainability, demonstrated how voluntary behavioral shifts can help reduce household electricity use during peak hours.
•    Prof. Eyal Pe’er, social psychologist and senior researcher at the Hebrew University, introduced field experiments using nudges to promote the use of reusable cups at workplaces.
•    Dr. Inbal Stockheim, Head of Entrepreneurship and Innovation at the College of Law and Business, discussed how consumers can become advocates for green products through social influence.
•    Prof. Guy Hochman explored how behavioral economics tools can guide consumers toward more sustainable decisions.

From the business and regulatory sectors:

•    Shirley Kantor, senior sustainability and impact marketing consultant, emphasized the strategic role of marketing in fostering green transitions.
•    Ariella Yaari, VP of Communications and Sustainability at L’Oréal Israel, shared how the company embeds sustainability into its core business strategy.
•    Oren Abarbashi, Sustainable Growth Manager at Tempo Beverages, presented initiatives to reduce environmental impact in the beverage industry.
•    Moran Oz, Head of Marketing and business development at Decathlon Israel, reflected on challenges and lessons learned from implementing sustainability on the ground.
•    Dr. Dalia Shilian, Chief Economist at the Israeli Consumer Protection and Fair Trade Authority, discussed the evolving role of regulation in guiding consumer choice.

The conference also featured a curated academic poster exhibition by students, showcasing innovative research and practical proposals in sustainable consumerism.

GreenFluence created a rare forum for dialogue and collaboration across sectors, uniting knowledge, innovation, and policy for a more sustainable future.