Anna-Carin Nordvall

Anna-Carin Nordvall researches consumer behaviour and decision making in relation to antimicrobial resistance, with a focus on food purchasing. Her team develops pedagogical and communication interventions to support AMR-aware and sustainable consumer choices.

Professor

Department of Business Studies at Uppsala University

anna-carin.nordvall@fek.uu.se

Anna-Carin's profile site

Anna-Carin's project page

Research focus and interests

  • Antimicrobial Resistance
  • Consumer behavior
  • Decision making
  • Food and groceries
  • Sustainability

Research expertise and methodologies

I have extensive experience and knowledge in experiments and experimental design, surveys, interviews and focus groups.

Ongoing research projects

In my research about AMR, me research team and I investigate how consumer food purchasing habits and knowledge relate to AMR. Here, we develop pedagogical and communication interventions to increase AMR-awareness and sustainable purchasing for sustainable, AMR-smart behavior.

Key Publications

  1. Nordvall A-C., Nilsson E., Oljans E., Ancillotti M. (2025) Beyond the blame game: fostering consumer engagement in addressing antimicrobial resistance. Future Microbiology, 20(11):711–714. https://doi.org/10.1080/17460913.2025.2528405
  2. Nordvall A-C., Ancillotti M., Oljans E., Nilsson E. (2025) Antimicrobial resistance and the non-accountability effect on consumers' behaviour. Social Responsibility Journal, 21(5):1125–1143. https://doi.org/10.1108/SRJ-12-2023-0721
  3. Nilsson E., Oljans E., Nordvall A-C., Ancillotti M. (2025) Communicating antimicrobial resistance on Instagram: content analysis of #AntibioticResistance. JMIR Infodemiology, 5(1):e67825. https://doi.org/10.2196/67825
  4. Ancillotti M., Nilsson E., Nordvall A-C., Oljans E. (2022) The status quo problem and the role of consumers against antimicrobial resistance. Frontiers in Sustainable Food Systems, 6:834022. https://doi.org/10.3389/fsufs.2022.834022
  5. Nordvall A-C., Ancillotti M. (2021) Consumer behaviour and antibiotic resistance. In: Managing Antimicrobial Resistance Through Behaviour Change, p.16.

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