Mohammed Jardini
Driving Innovation and Sustainability in the Agrifood Sector
Mohammed Jardini is a PhD researcher at the University of Hohenheim and AgroParisTech studying augmented reality for biodiversity valuation in grassland production systems (thesis 5.2).
My name is Mohammed Jardini, and I am a Researcher and Doctoral Candidate at the University of Hohenheim (Germany) and a member of the DESTINY Doctoral Network, with a secondment at AgroParisTech (France). My research focuses on consumer behavior, sustainable food systems, and the use of emerging digital technologies to support the bioeconomy.
I hold an interdisciplinary background with an engineering degree in Agricultural Economics from the Agricultural and Veterinary Institute Hassan II of Rabat (Morocco), an International Master’s degree in Agro-Food Marketing from CIHEAM Zaragoza and the University of Zaragoza (Spain), and a Specialized Master’s degree in Digital Transformation, Marketing, and Strategy from emlyon business school (France), complemented by my current doctoral research in Germany.
My PhD explores how Augmented Reality (AR) can improve consumers’ understanding of biodiversity-friendly farming practices and influence their purchasing decisions. By combining behavioral economics, marketing, and immersive technologies, I aim to contribute to the development of market-driven incentives that encourage more sustainable agricultural production.
More broadly, I’m really interested in how digital tools and new technologies shape the way people make choices, especially when it comes to sustainability. I like working on projects that connect research with real-life situations, finding ways to turn ideas into something useful for both consumers and producers.