About Ludovica Serafini
I'm a post-doctoral researcher at the University of Salento, Lecce, Italy. Prior to joining the University of Salento, I earned my Ph.D. from the University of Calabria, specializing in Consumer Behaviour. I also completed a visiting research period at City St. George’s, University of London, where I further refined my
training in experimental methods in consumer research. I am currently involved in research projects on sustainable consumption, investigating barriers, and potential drivers from a consumer perspective.
My main research interests include consumer behaviour, sustainable consumption, as well as the cognitive, emotional, and contextual factors shaping responsible consumer choices, with a growing interest in human–AI interaction and technology-mediated consumption.