Postdoctoral Research Fellow in Behavioral Sciences, Innovation and Market Adoption

About the role

Mohammed VI Polytechnic University (UM6P) is recruiting a Postdoctoral Research Fellow to study the behavioral, social, economic and innovation dimensions of vertical farming adoption. The work sits at the intersection of behavioral sciences, sociology, psychology, consumer behavior, innovation studies, entrepreneurship and sustainable food systems, and contributes to evidence-based marketing, commercialization and innovation strategies for vertical farming products.

Key responsibilities

• Lead a research agenda covering four themes: social acceptance of vertical farming, consumer decision-making, innovation and market creation, and commercialization and go-to-market strategies.
• Investigate public perceptions, consumer trust, perceived risks and benefits, and drivers and barriers to adoption; test behavioral models such as TPB, TAM, diffusion of innovation, behavioral economics and consumer decision theory.
• Study market formation, consumer education, sustainable branding, entrepreneurial ecosystems and business model innovation, with attention to the Moroccan and African contexts.
• Develop outputs such as market segmentation frameworks, consumer profiles, pricing and positioning strategies, demand forecasting models and evidence-based marketing recommendations.
• Use mixed methods: quantitative, qualitative, experimental and behavioral methods.
• Publish in high-impact international journals (Q1/Q2 preferred), write review papers and policy reports, and contribute to research proposals, funding identification and international partnerships.
• Support technology adoption, market intelligence, industry engagement and commercialization activities.

Required profile

• PhD obtained within the last five years in sociology, social psychology, behavioral psychology, consumer behavior, marketing, behavioral economics, entrepreneurship, management sciences or a related field.
• Ability to carry out independent research and publish internationally.

To apply, send a single PDF with a cover letter, detailed CV, research statement, list of publications and contact details for two academic referees.